Republic of uzbekistan andijan machine-building institute fundamentals of business management

Consumersto understand 
Effective marketing starts with the customer. Think about the last product you bought and why 
you bought it. There are probably several products that meet your needs. You may believe that this 
option is the best value for the money you paid. Many new businesses fail because their owners 
think about the product and not about the needs of the consumer and the user. if the product can 
attract a group of consumers who receive a product that does not meet their needs, then it has a 
clear chance of success. a product will not succeed if consumers do not feel the need for the product 
or believe there is another better and cheaper product. Entrepreneurs create products for two types 
of consumers. The final consumer, these are often people who buy products or services for 
themselves. Business customers are the people, companies, and organizations that buy these 
products or services to do business and/or incorporate them into other products or resell them. 
Consumer decision-making 
The specific sequence of steps that consumers follow when making a purchase is called the 
consumer decision-making process. The stages and sequence of decisions are both the same for all 
consumers. It goes to complete the process 

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the time and information used to complete each step will be different for each consumer. The 5 
stages of consumer decision making are shown in Figure 10-2. 
Decision making starts with needs. Maybe you're hungry or thirsty, or you've planned a night out 
with friends. Maybe you need a summer job or you want to go to college. If your need is urgent, 
you will try to satisfy it quickly. If it's not that important, you can push it to the back or ignore it. 
If your need is familiar to you and you've met it before, your past experience will often help guide 
your decision. If it's a new need, you may have a hard time deciding because you haven't tried 
anything like it before. People use information to make decisions. You can consult a friend or 
trusted adult. An ad, magazine article, or website may grab your attention because it delivers 
information that is relevant to your important need. You choose sources that you trust and that 
provide information that you understand. Using this information, you will select the very few 
products that seem to fit your needs. As the choices narrow down, you'll compare them to see 
which one is the best choice or if the price is better than the others. You make a decision based on 
the information you have and the urgency and importance of the need. You usually make the 
decision to buy the product that is best for you. It is possible that the decision not to buy this 
product is due to the fact that you could not find a satisfactory choice or did not have the necessary 
funds at the time. From 2007 to 2010, 6 companies were included in Fortune Magazine's 10 Best 
Companies list. They are Apple, ,thribh {fndtq, Google, Johnson & Johnson, procter & Gamble 
and Toyota. You can then go back to the previous step to look at other choices or gather information 
to learn more. If you decide to purchase a product, you will make the sale and use the product of 
your choice. Based on this experience, you will know if you made a good decision. If you like the 
product, the next time the need arises, you will probably make the same decision again. This time 
you can make a decision faster and easier. If the product is not as you expected,