Introduction
At different points in life, people make expensive purchases, which necessitate rational decision-making. My most recent big-ticket purchase was a smartphone, Samsung Galaxy s20 Plus 5g. As a low-income African American single mother of two children, I had many factors influencing my decision when making this purchase. The combination of price, convenience, social and cultural relevance, and brand reliability were the key impactful determinants. In this case study, I will analyze my recent purchase based on a consumer decision-making model to evaluate certain factors’ scope and level of impact.
Steps of Consumer Decision-Making Process
In marketing, a significant level of attention is paid to analyzing how consumers make their decisions when shopping for goods. Despite various consumer decision-making models, a traditional five-stage model of consumer purchasing behavior is most illustrative of the essential steps in this process (Stankevich, 2017). These steps include needing recognition, information search, evaluation of alternatives, purchase, and postpurchase behavior.
Firstly, at the stage of need recognition, I analyzed why my old smartphone did not serve its purpose to the fullest of my expectations. I understood that it lacked the latest software, it did not support some of the newest technological features, which limited my app use, and it was out of order occasionally, thus blocking my communication opportunities. Therefore, I needed a reliable and up-to-date device that would have the latest software and process online data fast for internet browsing and social media use.
Secondly, at the information search stage, I referred to my friends and social media platforms where bloggers shared their reviews of some phones available in the market. In addition, I browsed the internet websites to read feedback about the best options in the market, as well as visited the online stores to see the specifications and prices. Thirdly, when evaluating alternatives, I was considering iPhone 11 and Samsung Galaxy Note 10+ alongside Samsung Galaxy s20 Plus 5g. I compared and contrasted their prices, features, namely processors, camera quality, design, convenience, memory, and reviews on long-term use.
The alternative that fitted my needs and buying capabilities best was Samsung Galaxy s20 Plus 5g. Thus, in the fourth stage, when I decided to purchase the chosen smartphone, I faced two choices, which were buying it online or at a brick-and-mortar store. I decided to go to a physical store to reduce the waiting time, test the device, and ensure that the item is original and of the promised quality. Finally, during postpurchase, I shared my review online based on the experiences I had when using the smartphone.
The Influence of Cultural Norms and Values on Purchasing
The cultural environment, especially the US society and culture, produces consumerism in purchasing behavior; people think about how their social status would be affected by the purchase. Although consumers commonly adhere to rational thinking when making a big-ticket purchase, they are implicitly and explicitly exposed to cultural and social influence (Shabrin et al., 2017). When making my decision, I depended on the types of phones my friends and peers owned, as well as the way in which my daily life would become better when using a high-quality device. The cultural norms of convenience and satisfaction with daily life significantly influenced my decision-making process when purchasing a smartphone. Although it was slightly over my anticipated price range, I was aiming at long-term use, which validated this investment.
Environmental Advocacy Influence
Environmental issues have not been a decisive factor in my purchasing decision-making. The Samsung company might address the environmental protection in their production and marketing, but for me, it was one of the least significant determinants. Commonly, sustainability in production adds value to the product and makes it more costly, which was an undesirable issue for me. However, at some point in my decision-making process, I validated my inclination toward more pricy and reliable devices by their long-term use, which will ensure less waste in the long-term perspective. Thus, my personal environmental concern but not the company advocacy played a pivotal role.
Price Prioritization
Since I represent a low-income population, prince considerations were of significant relevance when evaluating alternatives and making a final purchasing decision. When considering the cultural and environmental issues, the price would supersede them at the point where the cost of purchase would equal or exceed my monthly income. Since I am a single mother, I need to balance my expenses to provide for my children. Therefore, price plays a decisive role in my consumer behavior.
Conclusion
The modern consumerist world presents buyers with an abundance of products. When making a decision on a purchase, especially an expensive one, consumers take into consideration many factors. The process of purchasing decision-making consists of such steps as need identification, a search of information, alternative analysis, purchase, and postpurchase. At each of these stages, social, cultural, and environmental considerations influence one’s decision. As the analyzed case study demonstrates, while cultural norms and values impact purchasing, socio-economic status plays a decisive role.
References
Shabrin, N., Khandaker, S., Kashem, S. B. A., Hie, C. K., & Susila, T. (2017). Factors affecting smartphone purchase decisions of generation-Y. Journal of Contemporary Issues in Business and Government, 23(1), 47-65.
Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of International Business Research and Marketing, 2(6), 7-14.