CONSUMER DECISION MAKING

PROCESS

SUBMITTED TO: SUBMITTED BY:

VANSHAJ MANGALA ARPIT
(ASSISTANT PROFESSOR) MBA- F
2011004
CONSUMER DECISION MAKING PROCESS
1.NEED RECOGNITION
• Ford’s plan to promote its Fusion hybrid model focused on people who aren’t
thinking about buying a new car—at least not right now. Its TV commercials target
what the auto industry terms the “upper funnel,” or potential buyers down the road.
• Problem recognition occurs at what Ford calls the upper funnel, when we
experience a significant difference between our current state of affairs and some
state we desire. A person who unexpectedly runs out of gas on the highway has a
problem, as does the person who becomes dissatisfied with the image of his car,
even though there is nothing mechanically wrong with it
2.INFORMATION SEARCH
• This is the process by which we survey the environment for
appropriate data to make a reasonable decision. As a general rule, we 
search more when the purchase is important, when we have more of a
need to learn more about the purchase, or when it’s easy to obtain
the relevant information.  Obviously, this stage of the process
generates billions of dollars for Google and other tech companies that
specialize in providing answers to consumers’ queries about product
choices.(eg:friends and family,carwale.com,auto car india.com etc.)
3.EVALUATION OF
ALTERNATIVE
• Much of the effort we put into a purchase decision occurs at the stage where
we must actually choose a product from several alternatives. This may not be
easy; modern consumer society abounds with choices. In some cases, there
may be literally hundreds of different brands (as in cars) or different
variations of the same brand (as in shades of cars).
EXAMPLE: FORD Figo,Maruti A-Star ,Ritz,Swift,Hyundai I 10 etc.
4.PURCHASE DECISION
• Once we assemble and evaluate the relevant options in a category,
eventually we have to choose one.   Our job isn’t getting any easier
as companies overwhelm us with more and more features.
• we can make a parameter like:-
• All cars
• Awareness about:- Maruti,Tata,Hyundai,Honda,Ford etc.
• Decision set: Ford
• Purchase set:Ford
WHY FORD

• EXCELLENT SAFETY AND SECURITY FEATURES

• HIGHEST FUEL EFFICIENCY
• LARGEST NUMBER OF SERVICE STATIONS AND DEALERS
• BEST SUITED FOR METROPOLITAN CITIES
5.POST PURCHASE DECISION
• Actual Performace Matches Expectations
• Actaul Performance Exceeds Expectations
(positive disconfirmation about FORD)
• Performance Is Below Expections
(negative disconfirmation about FORD)