Alternatives evaluation
The next step is to evaluate the various alternatives available in the market. An individual after gathering relevant information tries to choose the best option available as per his need, taste and pocket (Management Study Guide, 2013). In this process, publicity and personal selling these two communication tools will affect consumers' selection.
Ø Publicity – Publicity is generally free in nature and the organization does not generally pay for publicity. A review recommending a particular product, an article praising a personality is forms of publicity.
Ø Personal selling – Sales is an act wherein the sales person directly interacts with the customer and tells him the pros of buying their product.
Brand elements in this step play an important role. For most people, they purchase a product not only because of the product, but also include brand elements. Brand values and corporate culture will also influence the choice of product. On the other hand, sites like Facebook also played a key role. For example, when customers see someone complaining a product on Facebook, customers may be give up purchase, and to choose other substitutes. The same, if someone say like a product and have good using experience that will also affect customer to select products. Those information are more persuasive for potential customers.
On the other hand, advertising also effect customer decision making process. In the step of alternative evaluation, Information provided by Oreo advertising will affect consumer behavior, for example, Oreo advertising through music appeals to make customers become easier to accept brand information, value and brand equity.
The next step is to evaluate the various alternatives available in the market. An individual after gathering relevant information tries to choose the best option available as per his need, taste and pocket (Management Study Guide, 2013). In this process, publicity and personal selling these two communication tools will affect consumers' selection.
Ø Publicity – Publicity is generally free in nature and the organization does not generally pay for publicity. A review recommending a particular product, an article praising a personality is forms of publicity.
Ø Personal selling – Sales is an act wherein the sales person directly interacts with the customer and tells him the pros of buying their product.
Brand elements in this step play an important role. For most people, they purchase a product not only because of the product, but also include brand elements. Brand values and corporate culture will also influence the choice of product. On the other hand, sites like Facebook also played a key role. For example, when customers see someone complaining a product on Facebook, customers may be give up purchase, and to choose other substitutes. The same, if someone say like a product and have good using experience that will also affect customer to select products. Those information are more persuasive for potential customers.
On the other hand, advertising also effect customer decision making process. In the step of alternative evaluation, Information provided by Oreo advertising will affect consumer behavior, for example, Oreo advertising through music appeals to make customers become easier to accept brand information, value and brand equity.