G R O U PP R E S E N

TAT I O N
CONSUMER DECISION MAKING PROCESS & INTERRUPTS
IN BUYING PROCESS
& THEIR EFFECTS COMSUMER GOAL
CONSUMER DECISION MA
KING PROCESS
 Consumer decision making process involves the consumers to identify their
needs, gather information, evaluate alternatives and then make their buying
decision. The consumer behavior may be determined by economic and
psychological factors and are influenced by environmental factors like social
and cultural values.

 The consumer decision making behavior is a complex procedure and involves

everything starting from problem recognition to post-purchase activities. Every
consumer has different needs in their daily lives and these are those needs
which make them to make different decisions.
5 Stages of Consumer Decision Making
Process
 N eed recognition occurs when a
consumer exactly determines

NEE their needs. Consumers may feel

like they are missing out
R E CDO G N I T something and needs to address

ION this issue so as to fill in the gap.

When businesses are able to
determine when their target
market starts developing these
needs or wants, they can avail
the ideal opportunity to advertise
their brands.
 At this level, consumeís tend to consideí íisk
management and píepaíe a list of the featuíes of a
paíticulaí bíand. ľhis is done so because most people
do not want to íegíet theií buying decision. Infoímation
foí píoducts and seívices can be obtained thíough
seveíal souíces like:

 Commercial sources:
adveítisements, sales people oí packaging of a
INFORMAT paíticulaí píoduct. píomotional campaigns,
ION SEA  Personal sources:
RCH ľ h e needs aíe discussed with family and fíiends who
píovided píoduct íecommendations.

 Public sources:
Radio, newspapeí and magazines.

 Experiential sources:
ľ h e own expeíience of a customeí of using a paíticulaí
bíand.
 This step involves evaluating
different alternatives that are
Determine
available by the customer what
in the
can satisfy their need, they will
start seeking out the best option

E V AL U A T I O available.
This evaluation can be based upon
N different factors like quality,
price or any other factor which
OF are important for customers.

AL T E R N A T I They may compare

prices or read reviews and then
VES select a product which satisfies
their parameters the most.
 When all the above stages have been
passed, the customer has now finally
decided to make a purchasing decision.
PURCHA At this stage, the consumer has

SE DECI evaluated all facts and has arrived at a

logical conclusion which is either based
SION upon the influence from marketing
campaigns or upon emotional connections
or personal experiences or a combination
of both.
 The purchase of the product is
followed by post-purchase
evaluation which refers to
analyzing as to whether the
product
the was useful
consumer forIf the
or not.
POST PURCH product has matched the
expectations of the customer,
ASE BEHA they will serve as a brand
VIOR ambassador who can influence
other potential consumers which
will
increase the customer base of
that particular brand. The same is
true for
negative experiences; however, it
can halt the journey of potential
customers towards the product.
 During decision processes,
consumers usually have to pay
attention involuntarily to
some event or information
(Bettman ,
1979). These events or
information that they have to
Interruptions in pay attention
to involuntarily are termed
Consumer Decision interruptions.
Processes Such events or information (or
interruptions) are categorized
into three categories:
Environmental events that
depart from expectations,
Physiological events (e.g.,
noise),
cognitive events
(e.g., new alternatives).
 (a) an increase in
physiological activity,
such as arousal, and
(b) a reassessment of the
Effects of current goal hierarchy,
which may lead to its
interruptions modification. Although
the importance of
interruptions has been
recognized.
A STUDY OF CONSUMER BEHAVIOUR TOWARDS
HONDA AUTOMOBILES
Attempt has been made in this study to identify different factors which are
significant for customers for purchasing Honda cars and reducing the large
number of factors into a reasonable small numbers so that it will be easy for the
manufacturer to focus on them while designing the product. It can be concluded
that All respondents have the opinion that Honda cars are very good in all these
aspects of price, mileage, easy maintenance, space, seating comfort, braking
system, safety features, interior, exterior, blue tooth, music system etc.
Also in this study all theses 12 variables are reduced to only 3 factors such as
“Economy”, “Safety” and “Spaciousness”. While manufacturing the product the
manufacturer can focus on these 3 dimensions only.

Keeping in mind these three aspects “Economy”, “Safety” and “Spaciousness”

they can develop as much tools or accessories as they can to satisfy their
customers. Also they can have a greater market share as well.