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    Consumer Buying Decision Process

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    avinashpawar
    The document outlines the five stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also distinguishes between three types of decision processes - routine, limited, and extended problem solving - and discusses how psychological and sociocultural factors influence consumer behavior at each stage.

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    Consumer Buying Decision Process

    Uploaded by

    avinashpawar
    2K views23 pages
    The document outlines the five stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also distinguishes between three types of decision processes - routine, limited, and extended problem solving - and discusses how psychological and sociocultural factors influence consumer behavior at each stage.

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    7103205 Consumer Buying Decision Process

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    © Attribution Non-Commercial (BY-NC)

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    The document outlines the five stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also distinguishes between three types of decision processes - routine, limited, and extended problem solving - and discusses how psychological and sociocultural factors influence consumer behavior at each stage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2K views23 pages

    Consumer Buying Decision Process

    Uploaded by

    avinashpawar
    The document outlines the five stages of the consumer buying decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also distinguishes between three types of decision processes - routine, limited, and extended problem solving - and discusses how psychological and sociocultural factors influence consumer behavior at each stage.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 23

    Consumer Buying Decision Process

    Objectives

    • Determine how cultural, social, personal,


    and psychological factors influence
    consumer buying behavior.
    • Describe how the consumer makes a
    purchasing decision.
    Model of Customer Buyer Behavior
    Consumer Buying Decision Process

    Marketers Must Identify and Understand:

    Who Makes the Buying Decision

    Types of Buying Decisions

    Stages in the Buying Process


    The proper understanding of Consumer
    behavior helps the marketers in

    • Outline the stages in the consumer


    decision process.

    • Distinguish among three variations of


    the consumer decision process:
    routine, limited, and extended problem
    solving.
    Consumer Buying Decision Process

    Five-Stage Model of the Consumer Buying Process


    Consumer Buying Decision Process

    • Post-purchase Behavior:
    – Consumers’ expectations are compared to
    performance
    – Post-purchase satisfaction influences future
    behavior

    • Purchasing behavior
    • Psychological influences affect
    consumer behavior, particularly
    purchase decision processes.

    • Socio cultural factors influence on


    consumer behavior and their effects on
    purchase decisions.
    Consumer Buying Decision Process

    • Post-purchase Behavior:
    – Consumers’ expectations are compared to
    performance
    – Post-purchase satisfaction influences future
    behavior
    • Purchasing behavior
    • Word-of-mouth communications
    • Recognize how marketers can use
    knowledge of consumer behavior to
    better understand and influence
    individual and family purchases.
    CONSUMER
    PURCHASE DECISION PROCESS

    Purchase decision process


    Consumer Reports’ evaluation of portable
    compact disc players (abridged)
    CONSUMER PURCHASE
    DECISION PROCESS

    • Alternative Evaluation: Assessing


    Value
    • Evaluative criteria
    • Evoked set
    • Purchase Decision: Buying Value
    • Postpurchase Behavior: Value in
    Consumption or Use
    • Cognitive dissonance
    CONSUMER PURCHASE
    DECISION PROCESS

    • Involvement and Problem-Solving


    Variations
    Comparison of problem-solving Variations
    CONSUMER PURCHASE
    DECISION PROCESS

    • Involvement and Problem-Solving


    Variations (cont)
    – Routine Problem Solving
    – Limited Problem Solving
    – Extended problem Solving
    – Involvement and Marketing Strategy
    • Situational Influences
    Influences on
    the consumer
    purchase
    decision
    process
    PSYCHOLOGICAL INFLUENCES
    ON CONSUMER BEHAVIOR
    • Motivation and Personality
    – Motivation
    – Personality
    • National character
    • Self-concept
    • Perception
    – Selective Perception
    – Subliminal perception
    – Perceived Risk
    Hierarchy
    of needs
    PSYCHOLOGICAL INFLUENCES
    ON CONSUMER BEHAVIOR

    • Learning
    – Behavioral Learning
    – Cognitive Learning
    – Brand Loyalty
    PSYCHOLOGICAL INFLUENCES
    ON CONSUMER BEHAVIOR

    • Values, Beliefs, and Attitudes


    – Attitude Formation
    • Attitude
    • Beliefs
    – Attitude Change
    • Lifestyle
    SOCIOCULTURAL INFLUENCES
    ON CONSUMER BEHAVIOR

    • Personal Influence
    – Opinion Leadership
    – Word of Mouth
    • Reference Groups
    • Family Influence
    – Consumer Socialization
    – Family Life Cycle
    – Family Decision Making
    SOCIOCULTURAL INFLUENCES
    ON CONSUMER BEHAVIOR

    • Social Class
    • Culture and Subculture
    – African-American Buying Patterns
    – Hispanic Buying Patterns
    – Asian Buying Patterns

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