Question
उपभोक्ता निर्णय लेने की प्रक्रिया के प्रकार कौन-कौन से हैं?
Answer :
Word Count : 1171
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उपभोक्ता निर्णय लेने की प्रक्रिया वह क्रमबद्ध प्रक्रिया है जिसके माध्यम से उपभोक्ता किसी उत्पाद या सेवा की आवश्यकता को पहचानता है, विभिन्न विकल्पों की जानकारी प्राप्त करता है, उनका मूल्यांकन करता है, खरीदारी का निर्णय लेता है और खरीद के बाद अपने अनुभव का आकलन करता है। Retail Marketing में उपभोक्ता निर्णय लेने की प्रक्रिया का विशेष महत्व है, क्योंकि खुदरा विक्रेता की सफलता काफी हद तक इस बात पर निर्भर करती है कि वह उपभोक्ताओं की आवश्यकताओं, इच्छाओं, प्राथमिकताओं और खरीद व्यवहार को कितनी अच्छी तरह समझ पाता है। सभी उपभोक्ता प्रत्येक उत्पाद के लिए समान प्रकार से निर्णय नहीं लेते। उत्पाद का मूल्य, जोखिम, उपयोगिता, उपभोक्ता की रुचि, खरीद की आवृत्ति और उपलब्ध समय के आधार पर निर्णय लेने की प्रक्रिया अलग-अलग हो सकती है। उपभोक्ता निर्णय लेने की प्रक्रिया को मुख्य रूप से कुछ प्रमुख प्रकारों में समझा जा सकता है। पहला प्रकार विस्तृत या जटिल निर्णय लेने की प्रक्रिया है। यह प्रक्रिया तब अपनाई जाती है जब उपभोक्ता किसी महँगे, महत्वपूर्ण या उच्च जोखिम वाले उत्पाद को खरीदने वाला होता है और उसके पास उत्पाद के बारे में पर्याप्त जानकारी नहीं होती। ऐसे मामलों में उपभोक्ता खरीदारी से पहले विभिन्न ब्रांडों, कीमतों, गुणवत्ता, विशेषताओं, वारंटी, बिक्री-पश्चात सेवा तथा अन्य लाभों की विस्तृत जानकारी प्राप्त करता है। उदाहरण के लिए, कार, महँगा स्मार्टफोन, लैपटॉप, टेलीविजन, रेफ्रिजरेटर या घर के लिए कोई बड़ा इलेक्ट्रॉनिक उपकरण खरीदते समय उपभोक्ता काफी सोच-विचार करता है। Retailer इस प्रक्रिया को प्रभावित करने के लिए विस्तृत उत्पाद जानकारी, प्रदर्शन, तुलना की सुविधा, ग्राहक समीक्षा, विशेषज्ञ सलाह और बिक्री-पश्चात सेवाएँ प्रदान कर सकता है। इस प्रकार के निर्णय में उपभोक्ता की संलग्नता अधिक होती है और खरीदारी का जोखिम भी अपेक्षाकृत अधिक होता है।
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