Spotify As The 5 Step Consumer Decision Process Model

Consumer Decision Process
From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase. Not all purchases require following all five steps to a T, but consumers, whether they know it or not, follow a version of this model when making a purchase. Companies also use this model in order to effectively market their products and services. A company

According to Spotify.com, “With Spotify, it’s easy to find the right music for every moment – on your phone, your computer, your tablet and more. There are millions of tracks on Spotify. So whether you’re working out, partying or relaxing, the right music is always at your fingertips. Choose what you want to listen to, or let Spotify surprise you” (Spotify.com). Spotify understands there is a consumer need for on-the-go streaming music. Consumers rely on their smartphones and laptops to listen to music on-demand. Although there are many music streaming companies, Spotify was one of the first to let consumers access millions of artist without buying individuals songs or albums. With Spotify, consumers pay for a premium subscription that allows access to every artist, album, and song within their library of

It is now time to make a purchase. Consumers tend to like the purchase step made easy. Amazon offers a one-click purchase option which allows consumers to purchase item and have them shipped in literally on-click. Spotify does not offer a one-click option but a potential subscriber can sign up for a premium subscription in under 5 minutes. Simply choose you membership, enter you billing info, and buy. The best part for the consumer is that similar to Netflix, you can engage in a free 2 month trial before you commit to a monthly subscription. This helps consumers continue to evaluate in order to make sure this is the best service to satisfy their need. Also, subscriptions are monthly and can be cancelled at any