Consumer Decision-Making: A Comprehensive Review of Perceptions of Retailers' Marketing Practices - Essay Sample

Introduction

The consumer decision making is a multifaceted process comprising of consumer's identification of their needs, gathering relevant information, evaluation of alternatives, and then making the hire or purchase decision. In his research Rezaei (2015) identified that the means consumers arrive at decisions across online and offline channels based on their perceptions of retailers marketing practices are not well reviewed in the current literature. Decisions can be tough comparison, evaluation, as well as choosing from a variety of services depending on the perception of the consumer of a particular service. This paper reviews the significance of the decision making model in hiring a primary care physician.

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The initial stage in the consumer decision-making model is problem recognition; the hiring process will begin with the identification of a need, a motive or a problem within a customer mind, a consumer may need primary care physician if he or she is suffering from common ailments such as high blood pressure, back pain or diabetes. Information search, after problem recognition a customer, will become more receptive to any information that may solve his or her problem. Gathering information about primary caregivers, which will provide the potential of delivering the best services that suit his or her needs. Evaluating the alternatives, after gathering information consumer will assess the benefits and disadvantages of various physicians' options and develop a set of choices on individual professionalism that will suit his or her preferences. Hiring decisions after a customer consideration of various options he or she will make a hiring decision based on the gathered information.

I believe the hiring choice was the best since I was able to gather the following information about the doctor. Patient communication contributes to better compliance, higher chances of satisfaction, and, eventually, better health (Aelbrecht et al . 2015). The doctor likes to converse with people; an excellent primary care physician should enjoy getting to know about clients, their ambitions, ideals, sorrows, and cares. He is known to be interested in learning from his clients instead of talking down to the patient; he does not impose himself on the patient. Not only is he interested in knowing about his patients but also understanding their place in their families and communities. He regards a patient as a unique personality in totality and not an ailing organ. The chosen primary care physician generally like to interact in an intellectual puzzle, a mystery that needs a solution. He is known to have general contractor mentality denoting that he sees himself as capable of getting much of the task done himself, but he also comfortable in including others who are necessary, and in so doing, he is committed to coordinating everybody involved in the client's care.

The following crucial information about the Physician was missing. His working schedules, a doctor typically has long working hours and should be available in case of emergencies. A doctor has so many roles to play, such as meeting clients in an office-based setting, carrying tests, and interpretation of the tests. According to Cogan (2019) every time a pharmacist speaks to patient they have a chance to make a difference. Doctors play a key role in Prescription of medicines or treatments, seeing various patients in the hospital, taking notes on customer's real situation, consulting with patients on healthy living, and if they need further treatment. They were limited information on doctor timelines, which might cause inconveniences. The analysis of the records and working schedules of doctor information is essential in assessing performance and offering useful details for plans. All the activities depend on marketing information and a suitable marketing research procedure to provide insights to customers to develop trust while doing the hiring in the future.

Consumers hiring decisions are based on the available choices that best suit their needs, and to lessen the risk of poor decision making, they will make sure there are no better options for them. Most of the Consumers use social media to gather the information they need while hiring. According to Zhu and Chen (2015) for social media marketing to be successful efforts need to be aligned and congruent with the different requirements of social media users. Recent researches have shown that consumers use social media platforms to connect with various consultants and find services reviews or essential information. Availing necessary information on social media can influence their decision making. Millennials are hyper-connected and comprise consumer information on multiple devices and platforms. They are enthusiastic about honesty, authentic marketing, and they are in charge of the conversations; they have an impact on consumer decision making while searching for a good primary care physician.

Post Purchase Evaluation is an essential addition to the other types of behavior that have resulted to purchase; the consumer interacts in an evaluation of the purchase decision. Satisfaction is an essential feature in the final stage that is the evaluation stage. In this final phase, customers build expectations according to their experience to help them in future decision-making and might impact on others based on the background. Health organizations should support consumers through the entire process; they must borrow this idea from retail and other sectors with successful consumer interaction policies.

References

Aelbrecht, K., Rimondini, M., Bensing, J., Moretti, F., Willems, S., Mazzi, M., ... & Deveugele, M. (2015). Quality of doctor-patient communication through the eyes of the patient: variation according to the patient's educational level. Advances in Health Sciences Education, 20(4), 873-884.

Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2(1), 81-89.

Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1-15. https://doi.org/10.1016/j.jretconser.2014.09.001

Zhu, Y.-Q., & Chen, H.-G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335-345. https://doi.org/10.1016/j.bushor.2015.01.006

Cogan, L. (2019). History taking/gathering information. Pharmacy Practice E-Book, 38.