Chapter 6: Consumer Decision Making

Consumers' product and service preferences are constantly changing. It is really important to understand  the consumer behavior. In order to attract more customer, understanding consumer's needs is needed. When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process. Through out this post, we will be able to understand the process of purchasing Razer's products of customers.

The first stage is need recognition. In fact, Razer's products are extra accessories for people who really want to enhance gaming performance. Meanwhile, those products are things that people want but not necessarily need. Through internal stimuli, gamers who want to reach the ultimate level of gaming experience, Razer products are what they are looking for. According to external stimuli, from the recommendation other gamers, the advertisement from websites, wants and needs are created.

Gamescom 2010

Searching information is the next step if consumers have the will to buy product. There are many ways to get information about Razer. In an internal information search, while making decision about buying computer accessories, customers might be encounter Razer products that they bought earlier whether the product are useful with high quality. With high reputation, Razer is being trusted by most of their customers, by creating many game convention, they will have opportunities to advertise their products according to market-controlled.


After getting information, the consumer is ready make decision by evaluating alternatives. Razer gives consumer many choices by giving them list of products, classify them according to the purpose of using. For example, if you are Starcraft player, you might want to consider using Razer Marauder in order to enhance gaming performance.

Next in the process is purchase. As we can know, gaming accessories is a huge market and Razer is leading the market because of their usefulness with high quality. With good marketing strategy, Razeris able to attract a lot of customers all around the world and bring them to the higher level of business.

When buying products, consumers expect certain outcomes from the purchase. How well these expectations are met determines whether the consumer is satisfied or dissatisfied with the purchase ( post purchase behavior). On their website, at the end of every product that Razer advertises, they always have Customer Testemonials part in order to help customers review their purchases also help Razer improves the quality of products.