Ch. 6 - Consumer Decision Making

This chapter describes about the importance of consumer decision making. In fact, from past till now probably in the future, the consumer decision making effecting the success of a company. Consumer used to compare or chose what they want before they did a purchase decision, however, the market is becoming more and more diverse till now, people have a lot choice before they make a purchase decision.


Due to the diverse market, consumer have choice to make a purchase decision. Some people prefer to use product samples from different company, and they don't buy it. The diverse market also effect the market of G.M. COLLIN company,because a lot customers do comparison and little research before they make a purchase decision.However, G.M. COLLIN company has little difference of other skin care company, they produce the clinical treatment for doing facials, therefore, etheticians become the most useful seller.

G.M. COLLIN doesn't sell their product directly through its own website, it means they only sell products to spas or salons, and those retail store will sell its products to customers. They provide nonmarketing-controlled information source which is a brief information of product and clinical treatment book for customers. 

There still have a lot factors affects consumer decision making, such as, level of consumer involvement, culture, value, lifestyle, etc. I have a example of culture factor, in New York, there are a lot Asia, those women love to go to beauty salon to take care of their skin, and they have concepts that they need to use product to take care of their skin. So if they have money in their hand, they will use these money to do it, but man never want to do a facial, because in their basic concept, they think there is no need to do facials. On the contrary, still in New York, Americans love make up a lot, but not really have concepts of skin care. However, some women and men both go to beauty salon to do facials or use products. As we see, the culture definitely affecting consumer decision making, and the success of a company.