Consider the classical 5-Step Consumer Decision Making Process (need recognition, search/research, comparison/evaluation, purchase/usage/consumption, and outcome).
The above decision process has been applied to the understanding and justification of consumers’ behaviors for decades.
However, mobile devices and smartphones have changed the way consumers and customers engage in the marketplace.
In this assignment, discuss how technology has rendered the classical 5-Step Decision Process model almost obsolete, and why. You will need to research how digital and mobile technology have changed the rules and the processes in which consumers detect needs or wants, search or research for products, obtain them, and how they share or experience the outcomes… from BOTH the customer’s perspective, and the Marketer’s. Therefore, include in your discussion how marketers use technology to their advantage, and be present at each step of the way.
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