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Consumers are alluded as the end clients of the service or a product. Consumer
behavior is characterized as the procedure in which the customer takes different
decisions in purchasing a product or any service to fulfill his/her desires and needs.
There are an extensive variety of available products these days to fulfill the
essential needs of the users, so the process of decision making and the needs for
the groups or individuals have been expanding step by step.
It is further expressed that the customer's decision making model includes the
material psychological, emotional and material activities. It is verging on like a role
play where the performing artists change their backdrops and costumes to add
impact to the play every time contingent upon the circumstance. Same way the
customers additionally change their choices relying upon their taste and
circumstances. So consumer behavior is found to be a study of three basic
questions i.e., what they need, when they need and why do they need the products
or services.
The report will critically make an evaluation of the theoretical frameworks while
making an invetigation of the process for decision making emulated by the two
consumers who recently made a purchase of new houses. After the research
methodology is described, the theoretical models will be compared and explained in
accordance with the findings that are relevant with the research and this is further
followed by a conclusion that summarizes the recommendations for utilizing the
theories that influence the purchasing behavior of the consumers.

In accordance with the secondary research and theoretical frameworks, purchasing
conduct and the processing of an information enlightened the foundation of a
significant primary tool for research which incorporates a discussion guide in
accordance with an interview that was particularly utilized to interview two
respondents individually. Such a discussion guide was designed strategically to be
initiated with straightforward questions which developed an affinity between the
respondents and researcher before it could lead to numerous investigative
questions for comprehending the decision making process of the respondents. In
accordance with the required inherent trust between the respondents and
researcher where the personal information was shared within a qualitative research,
there were found to be numerous issues to be considered on an ethical basis. Prior
to the undertaking of interviews, participants were clearly asked about their 100%
consent and approval for getting involved within the research while confirming if
they have have fully understood the research purpose. They were also informed
that the whole research scenario would be recorded but the data and identities
would be kept anonymous.

Theories of the decision making process

Research Findings
In order to develop a strong conclusion of the research, one male and female
participant were interviewed. To maintain their anonymity, they were given the
names of John and Helen respectively. The decision making processes of the
participants had numerous similarities but it also included some of the differences
due to their budget and resource constraints. The findings are discussed below:

Need Recognition
In accordance with the findings, it was found that the characteristics of the product
or service being purchased should fulfill the needs and goals and that the choice of
that particular product should reflect the self concept and lifestyle of the person and
that is what the two participants had to say about this. In this perspective, it can be
found that the two would have different lifestyles and in this way, they would opt for
the purchasing of the house in accordance with this manner. Hence it can be said
that the self concept and lifestyle definitely influence the goals through desires,
preferences, and desires and that it is quite obvious that the goals basically define
the making of decisions. In accordance with the house purchase, the respondents
were of the view that the choice of layout and materials would reflect the lifestyle of
the household unit directly. This is in accordance with the internal factors that
incorporates the level of motivation for an individual, personality, involvement,
attitudes, perception, learning, knowledge and memory.

Information Search
It is a true fact that in such an early buying process, the decision makers dont have
adequate knowledge and information to continue with the purchase. For this
particular purpose, the respondents were of the view that they gather the new
information continuously and adapt their goals and desires accordingly. Here, the
potential goal is to own the product and the involvement of the buyer is already
quite high due to which the potential goal is split into sub goals that would lead the
clients and respondents to their objectives and goals. In this perspective, a house
illustrates a significant personal identity source and that the self concept as an
extended self plays a pivotal role and therefore, it should be noted that a house that
is custom made would reflect the individuality and personal style of the owners.
However, the source for that information would be associated with internet and
external factors in accordance with memory and environment respectively. In both
of these particular scenarios, information can be obtained by an intentional search
or conincidental find. Hence, in the perspective of a house purchase, the search is
affected by numerous factors that are further divided within three specific
categories that incorporate product determinants, consumer characteristics and
situational determinants.

Alternative Evaluation
In accordance with this process, the respondents mentioned that this is however an
interesting thing that is to be empirically explored in accordance with their
knowledge regarding the alternatives within the market emulated by the product
criteria. Therefore, in accordance with the complicated product like a house in this
case, the information will solely stem from the memory of a buyer which is
insufficient generally. Some of the factors like marketing communication, individual
goals, distribution and experience all have an impact on the formation of an evoked
set. More than this, the criteria for a choice in accordance with the evaluation also
develops gradually in a similar manner. The factors like motivation, specific goals of
the buyer, product knowledge, and similarities among the alternatives might play a
significant role. However, in accordance with the prefabricated custom made house
or a contet specific criteria, it would definitely incorporate objective physical
properties which are particularly specified by any manufacturer in terms of price per
square meter, isolation, warranty, quality and some other characteristics and
attributes to evaluate the alternatives include the size of the house, its location and
ground plan are also considered.
The major goal to own a product would lead the user to an active interpretation for
an information that would aligned with the goal. There includes an interpretation of
a new information which is also aligned with an existing knowledge. Due to this,
new attitudes are framed which leads to different alternatives and hence, there is
an addition of new alternatives.

Purchase Decision
After evaluating the numerous alternatives available, respondents confirmed that
they are set to confirm the purchase that suit their needs. This results in the
proceedings toward an actual purchase decision. This decision is specifically based
on the selection and information that is made in the based previous step in
accordance with features, perceived value and needs that are critical for him.

Post Purchase Behavior

After purchasing a house, the respondents will make an evaluation of the
adequancy of the original and genuine needs that resulted in the purchasing
behavior. This step is included so as to decide if the decision taken by the customer
is appropriate and valid. This would also incorporate if the customer would feel a
sense of satisfaction keeping in mind the factors due to which he or she made the
decision to puchase a property or house and that those factors proved favorable or
unfavorable for them. Therefore, such an opinion would have a significant impact on
the future decisions emulated by the buying behavior.

Conclusion and Recommendations

The above findings of the research clearly indicate the the rational decision making
was loosely followed by the participants since the purchases were found to be quite
imperative for them and hence, they were determined to make an appropriate
decision. This was due to the fact that houses are found to be a necessity and
hence, the decision needs to be taken keeping in mind the above mentioned factors

so that there is no discepancy faced in the near future. The decision making process
of both the respondents can be found to be same but the only difference will be
associated with their lifestyles, attitude, finance, culture and social factors along
with some other constraints.
Moreover, it should be noted that the consumers utilize the social media to attain an
advice on the product or service being purchased and that they also seek for the
recommendations or suggestions from their friends or family members. Therefore,
marketing communication and advertising within the social networks is highly
Moreover, marketing communications within the public areas like the billboards and
advertisements would keep the property related brands apparent in the daily lives
of consumers and guarantee that they are in their mind when there is an arousal of
any particular need related to the purchase of a house.