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I) Introduction
Understanding the decision-making process of customers is crucial for businesses in realizing
marketing possibilities and difficulties (Quester et al. 2013). This paper represents my real-life
consumption journal of a high involvement buying decision over the five stages in order to
determine how theoretical principles apply in these circumstances. 

Item Purchased: Honda Vision 2021 (Standard Version) 

Price: 36.800.000
Store of Purchase: Honda Doanh Thu  
Date of purchase: 24/12/2021
Brand Name: Honda 

II) Decision-making process

1) Problem Recognition
A decision-making process begins with differences between the actual and ideal states, with the
ideal state increasing, indicating a need for something new to fix a problem (Geoffrey 2010). My
problem recognition was prompted by the fact that my old electric bike couldn't meet my
requirement for long-distance traveling. In addition, the electric bike had to be recharged often to
keep it from running out of battery, which leads to time-consuming.

Furthermore, another non-marketing factor that influences my ideal state is the reference
groups, which are likely to change my lifestyle, which might, in turn, impact my desires
(Quester et al. 2013). The jealousy of seeing my friends having new vehicles after high school
graduation activated my esteem demands in Maslow's Hierarchy of needs (Colleran 2017), and
my desired state then increased, leading to a growing issue. 

These have influenced me to reconsider my current situation, and I have recognized that I need a
motorcycle to make traveling convenient (ideal state). As a consequence of this discrepancy, I
have been motivated to do extensive research on motorbikes in order to attain my desired state. 

As my problem recognition evolved from personal demand, the marketers had no impact on me
at this stage. As a result, I regarded this to be an active and generic problem since I was aware of
those problems, which may be resolved by a product category (Quester et al. 2013). 

 2) Information search 

In the purchase of high-involvement products, customers usually go through a thorough process
that includes gathering information and considering other people's views (Schmidt 2016). As for
my case, this phase was carefully carried out using extended decision-making with both
internal and external research. The initial source of information came from an internal search -

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my past memory of certain common brands I saw on the road, such as Yamaha (Grande) and
Piaggio (Vespa and Liberty). 

Additionally, I conducted external research using personal and independent sources. Regarding
personal sources, all of my family members own Honda motorbikes, and they also advocate this
brand since, in their opinion, it is the best-selling vehicle brand in Japan. Then, I considered
independent sources by doing more research on Honda websites. Here, the brand employed
preference approach with a well-designed website to highlight the aspects that are crucial to the
target market (Quester et al. 2013). After doing some research, I added Vision and Lead to my
list of items that fit my budget. Then, I decided to split the awareness set into three sections, as
illustrated in the image below.

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 Figure 1: Honda's website by Honda Vietnam, image, n.d.

3) Evaluation of alternatives
After developing the awareness set, I used appropriate criteria, measuring methods, and decision
rules to narrow my options. Firstly, I believed that Japan has a thriving automobile industry, with
numerous well-known vehicle brands in Vietnam such as Honda, Yamaha, and Suzuki. The
country of origin can be seen as a surrogate indicator which is explained by the impression of
most Vietnamese that Japanese goods have good quality and long-term durability (Deloitte
2019). Therefore, the three products stated above are selected for evaluation.  To rank those
things, I use compensatory decision rules with Likert scales measurement. In terms of criteria, as
I expect motorcycles to be used for a long period, the first priority benchmark is durability,
which is directly related to my main issue. Another criterion to meet my demand is affordable
price, which is followed by Design, Reputation, Warranty, and Fuel-efficiency. All criteria are
derived from Facebook, YouTube, and reference groups comprised of both consumers and
motorcycle industry specialists. 

Evaluative Importanc Vision Lead Yamaha Grande

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 Criteria e of criteria

Durability 30 2*30 = 60 3*30 = 90 1* 30 = 30

Price 25 3*25 = 75 1*25 = 25 2*25 = 50

Design 20 3*20 = 60 1*20 = 20 2*20 = 40

Reputation 15 3*15 = 45 3*15 = 45 2*15 = 30

Warranty 5 2*5 = 10 2*5 = 10 3*5 = 15

Fuel-
5 3*5 = 15 1*5 = 5 2*5 = 10
Efficiency

Total 100 265 195 175

Based on the table, Vision surpasses other products and gets the highest overall score of 265. As
a result, by utilizing the compensatory decision rule and surrogate indicators, I opted to go for
Honda Vision because of its high-performance performance ratings.  

4) Store selection and purchase

When it comes to purchasing high-priced goods, I would prefer to go in-store to experience the
product directly to decrease uncertainty in the buying process. In terms of the store criteria, the
distance of the shop from my residence is the most important factor I consider while evaluating
stores. After searching on the Internet, I selected Honda Vu Minh and Honda Doanh Thu since
they are both near to my house. However, as Honda Vu Minh is closer, I chose it as the first
option and Honda Doanh Thu as a substitute one. 

As I entered Honda Vu Minh, the staff warmly welcomed me with a positive attitude, making a
first good impression. However, there was an in-store influence that affected my purchase
decision which was stock-out. In particular, Honda Vu Minh did not have the white Vision
motorcycle I was looking for. As a result, I decided to switch to the alternative store - Honda
Doanh Thu. 

In comparison to Vu Minh, Honda Doanh Thu has all Vision models and colors in stock.
Furthermore, recognizing that consumers usually undertake comprehensive research for high-
priced items before making in-store purchases (Schmidt 2016), Doanh Thu effectively adopted
suitable pricing methods with more affordable costs compared to Honda Vu Minh. Besides, I
was also drawn in by the physical surroundings, which included their great product displays

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with brilliant lighting, allowing me to observe and experience the products easily. Moreover, as
sales personnel can have a significant impact on purchases, Honda Doanh Thu staff performed
well by recommending me on the appropriate option, which entirely delighted me throughout the
buying process. Finally, since motorbikes are a high financial risk, Honda Doanh Thu offers
warranties and after-sales services to enhance customer confidence and satisfaction.

Figure 2: Honda Doanh Thu store by Honda Doanh Thu, image, n.d.

5) Post-purchase process

At this point, retailers strive to deliver high-quality after-sales service to thoroughly satisfy
customers, increase customer retention, and minimize cognitive dissonance (Darley, Charles &
Luethge 2010).  Regarding Honda Doanh Thu, they enhance the customer service by assisting
consumers in getting license plates, providing a guarantee for six free oil changes, and
following up with a phone call to inform me about motorbike checkups that were free of charge.
Moreover, Honda Doanh Thu has always been my first choice whenever I need to maintain or
repair my motorbike because they have effectively acquired my loyalty by offering exceptional
service that surpasses my expectations.
In terms of the product, I am extremely delighted with the Honda Vision because of its
outstanding features such as a smooth engine, the ability to go long distances while saving fuel,
and a trendy look that suits my preferences. Therefore, I was impressed by both the store and the
Honda brand, motivating me to tell others about my purchasing experience. As stated by Bughin,

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Jonathan and Ole (2010), positive word-of-mouth influences 20-50% of consumer purchases,
therefore this might help the brand in the future. 

III) Customer journey map & Recommendations 

 
Customer’s persona: Scenario/ problem: Goal:
The old electric bike is Long-distance travel with
+Freshman seeking unsuitable for long-distance convenience
convenient way of travel and quite inconvenient.
transportation

+Low-income

+Active and trendy

Problem Evaluation Store choice Post-purchase

Information
recognitio and and process and
search
n selection purchase advocacy

Self- Company Social Google, store Word-of-mouth 

realization websites, word- networks website 
of-mouth,Google Website, 
Touchpoints
Word-of-
mouth,
  review
sites  

+View products’ +Conduct +Searching Share the

Customer Desired to images extensive and feelings and
actions, have a new research on comparing recommend to
thoughts, vehicle +Read about the social stores in others. 
and that can product's media terms of
emotions meet features distance,
higher +Make a list of +Look for price, service,
demands products to reviews added value,
consider  from etc.
reference
groups +Select the
store that is
+Comparin nearest
g price,
features, +Switch to
warranty, the

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 etc. alternative
choice due to
+Deciding the in-store
product to influence
buy     (stock-out)  

+Disappointe
Curious Confused; d at first
Unsure 
+Surprised at
=> Pain point: the Happ
User Confused about Excited; alternative y; Satisfied
Experience – what to Happy with store’s
UX (gain choose  the service
points and =>Pain informative
pain points) point: website;
Don’t Determined
know
where to
start

80% of 50% of target 30% of 15% of 92% of

target customers are interested customers feedback and
customers impressed and customers who click on online
are aware convinced with visit the the website recommendation
Company’s of Honda’s the advanced company’s will take s are positive 
opportunitie innovative engine website further
s, KPIs motor actions (make
engine and inquiries,
fuel- make a
efficiency  purchase,
etc.) 

 Recommendations:

When it comes to problem recognition, proactively increasing consumer demands is essential for
a company's marketing strategy (Graves 2013). However, as there has no influence on me at this
stage, the brand and store can use the promotion to activate the problem recognition. This is
because when buyers see the benefits of purchasing a certain product via promotions, they are
compelled to acquire such goods (Familmalek 2015).

Regarding the information search stage, advertising has the power to trigger favorable emotions
from customers and can be effective in the customer decision-making process (Adhikary 2014).
In the case of Honda, the company could utilize TV advertising since it can reach extensively. 

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As for the post-purchase, as I return to Honda Doanh Thu on a frequent basis for vehicle
maintenance, I anticipate a membership program that offers discounts to loyal customers.
Furthermore, at this stage, Honda Doanh Thu can implement referral programs which is a
marketing plan that involves delivering incentives or promotions to existing consumers in order
to attract new prospective customers via word-of-mouth communications (Schmidt 2016).

IV) References
Adhikary,A 2014, 'Advertising: A Fusion Process between Consumer and Product', Procedia
Economics and Finance, vol. 11, pp. 230-238,viewed 17 April 2022, Science Direct database.

Colleran, E 2017, 'Meowslow’s hierarchy of needs', Vetted, November, vol. 112, no.11, pp. 8-9,
viewed 17 April 2022, ProQuest Central database.

Darley,KW, Charles,B & Luethge,JD 2010, 'Toward an integrated framework for online
consumer behavior and decision-making process: A review.', Psychology & Marketing,
February, vol. 27, no. 2, pp. 94-116, viewed 17 April 2022, Wiley Journals database.

Deloitte 2019, The Vietnam Consumer Survey An accelerating momentum, DeloitteVietnam,

viewed 17 April 2022,
<https://www2.deloitte.com/content/dam/Deloitte/sg/Documents/consumer-business/sea-cb-
vietnam-consumer-survey-2020.pdf>.

Geoffrey, LP 2010, Consumer Behavior in Action: Real-Life Applications for Marketing

Managers, Routledge,Taylor & Francis.

Honda Doanh Thu n.d., Honda Doanh Thu store, image, Honda Doanh Thu,viewed 17 April
2022, <https://www.google.com/search?
q=honda+doanh+thu+nguyn+khanh+toan&tbm=isch&ved=2ahUKEwjsh7XA2Jv3AhVTS_UH
HdPXB1sQ2-
cCegQIABAA&oq=honda+doanh+thu+nguyn+khanh+toan&gs_lcp=CgNpbWcQAzoHCCMQ7
wMQJzoKCCMQ7wMQ6gIQJzoFCAAQsQM6CAgAEIAEELEDOgQIABADOgUIABCABDo
ECAAQQzoH>.

HondaVietnam n.d., Honda's website, image, Honda Vietnam,viewed 17 April

2022, <https://www.honda.com.vn/xe-may/san-pham>.

Bughin, J, Jonathan, D & Ole, VJ 2010, 'A new way to measure word-of-mouth
marketing', McKinsey Quarterly, April, vol. 2, pp. 113-116, viewed 17 April
2022, <https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-
way-to-measure-word-of-mouth-marketing>.

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Quester, Pettigrew, Kopanidis, Hawkins & Hill, HS 2013,Consumer Behaviour: Implications for
Marketing Strategy, 7thedn, McGraw-Hill Education, ProQuest Ebook Central database..

Schmidt 2016, Shopper Behavior at the Point of Purchase: Drivers of In-Store Decision-Making
and Determinants of Post-Decision Satisfaction in a High-Involvement Product Choice, Peter
Lang GmbH, Internationaler Verlag der Wissenschaften, EBSCOhost Ebooks Database.

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