CONSUMER DECISION-MAKING PROCESS APPLIED TO NORTHWEST
For this exercise, refer back to the steps of the consumer decision-making process as discussed in Chapter 6. Think back to your decision to attend Northwest and offer a detailed description of each step in that decision-making process. In addition to offering a description of your thinking process for each step, include any factors that affected you at any point. Exhibit 6.1 offers a great overview of the process. I have included a brief overview of the steps below to aid you in this endeavor. Please use marketing terminology for each step.
Your description of each step.
1. Need Recognition. At what point did you recognize the need for a university education/degree? (For the nontraditional students in our group, think about the point you realized the need to return/resume higher education.) What influenced that recognition? Remember to include both internal and external influencers/determinants.
2. Information Search. What did your information search include? How extensive was your search? What colleges/universities were included in your evoked set after your initial information search?
3. Evaluation of Alternatives. What were the criteria used to evaluate your consideration (evoked) set? Were there any deal breakers? List at least 3 to 5 specific criteria in order of importance. What still stands out in your mind as far as highlights from your evoked set?
4. Purchase Decision. At what point did you make your final decision? What was it that "clinched" your decision to become a Bearcat? Which determinants influenced your purchase decision (in order of importance)?
5. Postpurchase Evaluation. On a scale of 1 to 10, how would you currently rate your decision to attend Northwest? Be sure to include reasoning for the rating you offer. Did you ever experience cognitive dissonance? Do you feel like the promises made (either in person or through other channels of communication) have been kept? Can you remember any times when you made use of selective exposure, distortion or retention after your purchase decision? Lastly, I would also like for you to answer the following question (the most important question for any marketing manager) with a simple yes or no: "Would you recommend Northwest to your friends or family?"
*Again, make sure for each step in the process, you include the factors that affected your thought
"Please reply it as word document and also has clearly 1.2.3.4.5