While I was reading Consumer Decision Process for marketing midterm, it reminded me of decision process that I go through when I buy my make up! One day, I realized I was out one of my foundation and went to Mac to buy it. But, in Mac, they said my foundation line does not exist anymore and moreover they told me that they STOPPED producing it. I freaked out! The instant moment when I realized they no longer produce my foundation was the “Need Recognition” step. So I had to go home and do research to replace this foundation, which was “Information Search” step. Many factors affected my search process such as benefit of searching for new foundation outweighed cost of searching (my time and effort), internal locus of control since I believed doing research can actually result a better outcome, and performance risk of foundation performing poorly on my skin made me to actually go and test before buying it. Then I found few foundations that I liked and started to evaluate which was the “Alternative Evaluation” step. I use non-compensatory decision rule in my evaluation. I was looking for foundation that is moist and little bit shiny when you put on. Then I began cutting down one by one and figured out the best one for me. Then I physically went to buy it which was the “Purchase” step. For the last step, “Postpurchase”, I have been using it since then and I like it so much that I would buy it next time if it still exists. So I had to postpurchase dissonance.
Here are the new foundatio that I am using.
