Ch. 6 - Consumer Decision Making

The consumer decision making process is the process we go through when we are deciding on purchasing a product. The study of consumer behavior also includes factors that influence purchase decisions and product use. Understanding how consumers make purchase decisions can help marketing managers in several ways. These ways include making recognition, doing research, evaluating alternatives, purchasing, and post-purchase behavior. When purchasing MAC products, a consumer's decision affects them, their culture, and society. Consumers need to make a recognition of the brand MAC Cosmetics first. After that they need to do research for information on MAC Cosmetics or the product they are planning to purchase. Doing research on a product before you purchase it most likely results in consumer satisfaction, because you know what you like and what you want.  After getting information and constructing an evoked set of alternative products, the consumer is ready to make a decision. The name MAC itself promotes to the consumers evaluation of the product. Post-purchase of MAC Cosmetics has always been the right decision they are making, on the money they are spending for that product. This results in customer loyalty. For example: a dual compact which includes both foundation and powder, makes the skin look and feel smooth and flawless as compared to a lower price product of a lower quality, Consumers trust recommendations from their friends or celebrities they admire or idolize.