Consumer Decision Process: The wedding preparations

Résumé du document

The 'Wedding Channel' is an online company which permits brides and grooms to come up with ideas to prepare their wedding, as well as the guests to find presents. They have a list of all the necessities to prepare a wedding, from the reception sites to the photographer, and the entertainments to the honeymoon, as well as registries for the wedding list. Therefore, the target of Wedding Channel is, the population getting married or going to a wedding which represents people from 18 to 35 years old. In this website, we can recognize the different stages a consumer faces to make his final decision. These stages are different needs, recognition, search for information, pre-purchase evaluation of alternatives, purchase, consumption, post-consumption evaluation etc.

Extraits

[...] Search for information The wedding channel is external information because consumers collect information from the website and not from their own knowledge or memory which is an internal search. The website drives the consumers to be active searchers. They look at the different products and services through the website without any precise idea of what they are looking for. The consumer may begin by finding a store next to where they live to go directly into the store when the choice is made. They can also calculate their budget on line which can be very useful for people who have a limited budget. [...]

[...] It is an important step because the attitude of the consumers about a brand or a product can be enough for them to buy the product. For example, a bride who wants to buy her wedding dress will choose between the different designers, silhouettes, necklines and price range. Then, she will choose a few dresses she likes the most and visit the designer website or go to the store where the dress is available. Consumers have salient attribute which is what is relatively important for them. In this case, the bride can first choose the silhouettes and price range. [...]

[...] Needs Recognition The first step on the consumer decision process is the need created by a problem. In this case, the problem is to have a perfect wedding ceremony. We first should make a distinction between wants and needs. The wants are what the consumer would like to have but maybe he can not afford it, so he must reconcile with his ability, willingness, and authority to buy. The needs are what the consumer has to buy in order to be satisfied. [...]

[...] Concerning the registry customers can create on the website, the only choice the married couple has to do is to determine what they really need but they don't have to pay attention to the price or the convenience to go to the store because the next step, the purchase, is left to another person. Purchase This stage consists of actually buying the product or service desired by the consumer. Many products for a wedding preparation are extended problem solving because the couple wants a perfect wedding. The dress, the rings, the honeymoon, the entertainment are examples of extended process solving. Some products are midrange problem solving as the flowers to decorate the ballroom. The consumer has different choices on the wedding channel website. [...]

[...] The wedding channel website has to comfort them by letting them tell about their wedding on the website. This is important for the website to receive good feedback from its customers. In fact, the consumer is in a position to recommend weddingchannel.com to his friends getting married and guests who wants to buy gifts which represent a large population considering that a couple spend in average $22,000 for their wedding. Divestment The last stage in the consumer process decision is what they do with the product after the use. [...]