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  • Consumer Decision Making Process

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    Akashdeep Deb
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    The document outlines the consumer buying decision process in 5 stages: 1) Problem recognition - the consumer identifies a need or problem. 2) Information search - the consumer gathers information internally or externally to learn about options. 3) Evaluation of alternatives - the consumer evaluates product attributes, brands, and satisfaction levels of different options. 4) Purchase decision - the consumer chooses a product and brand based on evaluating one or more attributes. 5) Post-purchase behavior - the consumer may experience cognitive dissonance by questioning if the right decision was made.

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    The document outlines the consumer buying decision process in 5 stages: 1) Problem recognition - the consumer identifies a need or problem. 2) Information search - the consumer gathers information internally or externally to learn about options. 3) Evaluation of alternatives - the consumer evaluates product attributes, brands, and satisfaction levels of different options. 4) Purchase decision - the consumer chooses a product and brand based on evaluating one or more attributes. 5) Post-purchase behavior - the consumer may experience cognitive dissonance by questioning if the right decision was made.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    18 views14 pages

    Consumer Decision Making Process

    Uploaded by

    Akashdeep Deb
    The document outlines the consumer buying decision process in 5 stages: 1) Problem recognition - the consumer identifies a need or problem. 2) Information search - the consumer gathers information internally or externally to learn about options. 3) Evaluation of alternatives - the consumer evaluates product attributes, brands, and satisfaction levels of different options. 4) Purchase decision - the consumer chooses a product and brand based on evaluating one or more attributes. 5) Post-purchase behavior - the consumer may experience cognitive dissonance by questioning if the right decision was made.

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    Attribution Non-Commercial (BY-NC)
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    of 14

    Customer Buying Decision Making Process

    Presented To: Dr. H. R. Singh Associate Processor DBA-JNSMS Assam University, Silchar Presented By: Akashdeep Deb (38)

    LOGO

    Which Mobile Phone should I buy?


    What are the things you consider before making a decision?

    Add your company slogan

    LOGO

    Needs..

    Consumer Purchase Decision Process


    Problem Recognition

    Post Purchase Behavior

    Information Search

    Purchase Decision

    Evaluation of Alternatives

    The Buyer Decision Process


    Step 1. Problem Recognition
    Need Recognition
    Difference between an actual state and a desired state

    Internal Stimuli Hunger


    Thirst

    External Stimuli
    TV advertising

    Magazine ad

    A persons normal needs

    Radio slogan
    Stimuli in the environment

    Consumer Purchase Decision Process


    Problem Recognition

    Post Purchase Behavior

    Information Search

    Purchase Decision

    Evaluation of Alternatives

    Information Search
    INTERNAL search scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem EXTERNAL search past experience or knowledge is insufficient risk of making a wrong purchase decision is high cost of gathering information is low

    Personal sources Public sources

    Marketerdominated sources
    The evoked set

    Consumer Purchase Decision Process


    Problem Recognition

    Post Purchase Behavior

    Information Search

    Purchase Decision

    Evaluation of Alternatives

    The Buyer Decision Process


    Step 3. Evaluation of Alternatives
    Product Attributes

    Evaluation of Quality, Price, & Features


    Degree of Importance

    Which attributes matter most to me?


    Brand Beliefs

    What do I believe about each available brand? Based on what Im looking for, how satisfied would I be with each product?
    Evaluation Procedures Total Product Satisfaction

    Choosing a product (and brand) based on one 9 or more attributes.

    Consumer Purchase Decision Process


    Problem Recognition

    Post Purchase Behavior

    Information Search

    Purchase Decision

    Evaluation of Alternatives

    10

    Consumer Purchase Decision Process


    Problem Recognition

    Post Purchase Behavior

    Information Search

    Purchase Decision

    Evaluation of Alternatives

    11

    Post Purchase
    Cognitive Dissonance

    Did I make a good decision? Did I buy the right product? Did I get a good value?

    Consumer Purchase Decision Process


    Problem Recognition

    Post Purchase Behavior

    Information Search

    Purchase Decision

    Evaluation of Alternatives
    13

    LOGO

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