The Consumer Purchase Decision Process

- 5 crucial steps

Sameer Mathur
http://www.smathur.com

FREE TEACHING RESOURCES

ON MARKETING MANAGEMENT
at www.smathur.com/teaching.php

Sameer Mathur, Ph.D.

Assistant Professor (Marketing)

Over 100,000 views by Management students and business professionals from over 90 different countries
These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use.
Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators.
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Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

Needs..

Consumer Purchase Decision Process

Problem Recognition

Post Purchase Behavior

Information Search

Purchase Decision

Evaluation of Alternatives

Needs..

Maslow s Hierarchy of Needs

What s your #$%^ problem?

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

Involvement Matters..

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Consumer Purchase Decision Process

Problem Recognition

Post Purchase Behavior

Information Search

Purchase Decision

Evaluation of Alternatives

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Influences on the Purchase Decision Process

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Consumer Purchase Decision Process

Problem Recognition

Post Purchase Behavior

Information Search

Purchase Decision

Evaluation of Alternatives

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Post Purchase
Cognitive Dissonance

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

Sour Grapes a story of cognitive dissonance after being unable to reach the grapes the fox said, these grapes are probably sour, and if I had them I would not eat them. --Aesop

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Consumer Purchase Decision Process

Problem Recognition

Post Purchase Behavior

Information Search

Purchase Decision

Evaluation of Alternatives

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Readings
P116, Consumer Purchase Decision Process P116, Problem Recognition P116, Information Search P117, Alternative Evaluations P117, Purchase Decision P118, Postpurchase Behaviour P118, Involvement and Problem-Solving Variations P120, Situational Influences

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FREE TEACHING RESOURCES

ON MARKETING MANAGEMENT
at www.smathur.com/teaching.php

Sameer Mathur, Ph.D.

Assistant Professor (Marketing)

Over 100,000 views by Management students and business professionals from over 90 different countries
These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use.
Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators.
19

Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

RELATED SLIDES
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Sameer Mathur, Ph.D.
Assistant Professor (Marketing)

CLICK BELOW TO LEARN ABOUT:

1. Segmentation and Targeting 2. Positioning, Perceptual Maps

Web: www.smathur.com Email: sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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