1. The Wheel of Consumer Decision Making
1. PROBLEM RECOGNITION
The consumer detects a significant difference between his/her current state of affairs and some desired state.
Opportunity: Remind the customer of the problem – or even create it!
Success Story: Levi Strauss helped to create “Casual Fridays,” and then helpfully supplied the garments (Dockers) to fit the bill for dress-down days.
2. INFORMATION SEARCH
The consumer surveys the environment for data
Opportunity: Identify the sources your customer turns to and be sure you’re there!
Success Story :The Uniqlo app allows consumers to check the availability of stock in its online stores, but also offline stores within the closest proximity to the user.
3. EVALUATION OF ALTERNATIVES
The consumer identifies a small number of options from a much larger set of possibilities and weighs the pros and cons of each.
Opportunity: Supply your customer with the “decision rules” s/he should use to select among options
Success Story: Pepsi instituted “freshness dating” on its cans and encouraged customers to choose fresh cans. Most cans are consumed long before this is a problem.
4. PRODUCT CHOICE
The consumer decides upon one option and purchases it.
Opportunity: Subtle cues in the retail environment steer us toward some brands and away from others.
Success Story: In South Korea, Dunkin Donuts used an atomizer to release a coffee aroma when the company’s jingle was played on municipal buses.
5. POST-PURCHASE EVALUATION
The customer decides if s/he is satisfied and will buy from the company again.
Opportunity: Encourage your customers to complain (to you) so that you can fix the problem before s/he shares it with others.
Success Story: Zappo’s customer service team is evaluated on their ability to deliver great experiences rather than call volume -- they can even send a bouquet of flowers if necessary to a disgruntled buyer.
The Wheel of Consumer Decision Making
Five Stages. Many Opportunities to Grow Your Business.
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Michael R. Solomon, Ph.D.