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Consumer Decision Making Process

The document outlines the consumer decision making process in three stages: 1) problem recognition where a consumer identifies a need, 2) information search where a consumer researches alternatives, and 3) purchase decision where a consumer selects an alternative. It also discusses factors that influence consumers such as culture, social groups, personal characteristics and psychology. Finally, it examines the post-purchase evaluation stage where a consumer assesses their purchase and decides whether to remain loyal or switch brands.

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21 views15 pages

Consumer Decision Making Process

The document outlines the consumer decision making process in three stages: 1) problem recognition where a consumer identifies a need, 2) information search where a consumer researches alternatives, and 3) purchase decision where a consumer selects an alternative. It also discusses factors that influence consumers such as culture, social groups, personal characteristics and psychology. Finally, it examines the post-purchase evaluation stage where a consumer assesses their purchase and decides whether to remain loyal or switch brands.

Uploaded by

deybalaram
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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CONSUMER DECISION MAKING PROCESS

Consumer Decision Making Process

Stages in Consumer Decision Making Process

Problem Recognition - recognizes a need for something (discrepancy between actual and desired state) Information Search searches for alternatives to satisfy the need (internal and external sources) Alternative Evaluation evaluates alternatives (evaluative criteria) Purchase Decision selects alternative which bests meets evaluative criteria Postpurchase Evaluation reevaluates product as he/she uses it (cognitive dissonance)

Three Levels of Consumer Decision Making

Extended Problem Solving


high involvement purchase high perceived risk

Routine Problem Solving


low involvement purchase low perceived risk or purchase from habit or brand loyalty

Limited Decision Making

Influences on the consumer purchase decision process from both internal and external sources

5-5

Influence Factors

Cultural Social Personal Psychological

Exert broadest and deepest influence Culture Subculture Social classes

How and Why Consumers Buy


Influence Factors

Reference groups

Membership

Cultural

Primary vs. secondary

Social
Personal Psychological

Aspirational vs. dissociative

Family Social roles and statuses

How and Why Consumers Buy


Influence Factors

Cultural Social

Personal
Psychological

Age Stage in life cycle Occupation Economic circumstances Lifestyle Personality Self-concept

How and Why Consumers Buy


Influence Factors

Cultural Social Personal

Motivation Perception Learning Beliefs Attitudes

Psychological

Information Search
Awareness Set (All brands that the customer is aware of) Evoked Set (All those brands that the customer remembers at decision-making time)

Consideration set (Those brands in the evoked set that the customer will consider buying)

Post-purchase Evaluation : Low Involvement Purchase

PURCHA SE

PRODUCT USE

DISPOSITI ON

SIMPLE EVALUATIO N

REPEAT PURCHASE MOTIVATIO N

Elaborate Post-purchase Evaluation

POST PURCHASE DISSONANCE

DISSATISFACTI ON

PURCHASE

PRODUCT USE

DISPOSITI ON

ELABORATE EVALUATION

REPEAT PURCHASE MOTIVATIO N

Steps in the post-purchase phase


Future response *Exit *Voice *Loyalty Satisfaction/dissatisfaction Experience evaluation Decision confirmation

A General Model of the Hierarchy of Effects

UNAWARENES S

AWARENESS

KNOWLEDGE
LIKING

PURCHASE

CONVICTION

PREFERENCE

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