CONSUME

R
BEHAVIOR
THE PURCHASE DECISION
PROCESS
 The consumer’s buying decision process
consist of the following stages:
Problem Recognition
Consumer Information Processing
Evaluation of Alternatives
Purchase
Post-Purchase Evaluation
PROBLEM RECOGNITION
 The object of marketing is to help people
provide solutions to their problems which, in
marketing terms, simply means satisfying needs.
But before a need is satisfied, the problem must
first be identified.
CONSUMER INFORMATION PROCESSING
 There are 2 ways of conducting information search:
 Internal Search- when the consumer scans his memory fro
experience with products he thinks will satisfy his needs.
 External Search- an attempt to generate information outside
of the consumer’s personal experience.
EVALUATION OF ALTERNATIVES
 The objective of information search is to put up a list of
alternatives that the consumer thinks as worthy solutions
to his problem. When the list is ready, the alternatives
indicated will be evaluated with the use of a set of
criteria like price, functions, quality, and the likes.
PURCHASE
 After evaluating the alternatives, the consumers will
have a tentative answer on “what to buy” but he still
have to find answers to the questions “where and when
to buy”
POST-PURCHASE EVALUATION
 The consumer’s satisfaction level about the purchase of
the product or service may be classified int any of the ff:
 Highly satisfied
 Somewhat satisfied; and
 dissatisfied
FACTORS AFFECTING CONSUMER
BUYING BEHAVIOR
 The consumer’s buying behavior is affected by 3 factors:
 Psychological variables
 Social influences
 The purchase situation
THE CONSUMER AND PSYCHOLOGICAL
INFLUENCES
 The buying behavior of the consumer is affected by
psychological variable consisting of
 MOTIVATION
 PERCEPTION
 LEARNING
 ATTITUDES
 LIFESTYLE
SOCIAL INFLUENCES
 The consumer’s buying behavior is also influenced by
his relationship with other people, formal or informal.
 Social influences on purchasing decisions could come
from
 PERSONAL INFLUENCE
 REFERENCE GROUPS
 THE FAMILY
 SOCIAL CLASS
 CULTURE
 PURCHASE SITUATION
 PURCHASE TASK
 SOCIAL SURROUNDINGS

 PHYSICAL SURROUNDINGS

 TEMPORAL EFFECTS

 ANTECEDENT STATES