Ch. 6 - Consumer Decision Making

Now more than ever consumers have more and more products available to them. In the case of Automobiles, there are so many brands, domestic and foreign. What consumers are forced to do is make decisions, also known as Consumer Decision Making.

Ford realizes that consumers have many options and know that in order to gain market strength, they must be clear in what they are offering and why there product is superior to the competitions. Automobiles can be a need for some and not for others. While considering need recognition of consumers, it is Ford's hope that their products will appeal to the masses on both sides. This is done by offering a wide range of cars, trucks and SUV's.


When consumers begin their search for information, they may ask themselves about what they have heard about other folks that have owned Ford products. Have they heard good things? Bad? Has the consumer owned a Ford product in the past? This plays a huge roll in if they will be considering Ford for their purchase or another competitors product.

After consumers have sorted through the above, they are ready to compare and contrast. Some consumers may sway one way or another based on the brand itself. They might "want" a Toyota, but opt to move toward the purchase of a Ford because it is a domestic car company and vise versa if the consumer is purchasing in their home Country.

After the purchase of a Ford has been made, the consumer is going to hope that their decision was worth it.They are going to want the product to perform, make them feel good while they operate it and be able to have an overall sense of satisfaction. Ford has been a standard in automobiles for over 100 years. Ford has the benefit of a solid brand behind it, which is currently making it one of the most successful car companies in the world.