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    Session 14 15

    Uploaded by

    Ajay Kumar
    The document discusses the consumer decision making process and journey. It begins by defining the consumer journey as the stages consumers pass through before, during, and after purchase as they develop relationships with brands. It then covers the key stages of the consumer decision making process: 1) External influences like marketing, social factors, and communications can trigger wants and needs. 2) Consumers then seek information through search, with the level varying based on factors like product knowledge, risk, and time constraints. 3) Consumers evaluate alternatives by establishing consideration sets and attributes. They may cope with incomplete information in different ways. 4) The output can be a trial, repeat purchase, or post-purchase evaluation

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    Session 14 15

    Uploaded by

    Ajay Kumar
    18 views18 pages
    The document discusses the consumer decision making process and journey. It begins by defining the consumer journey as the stages consumers pass through before, during, and after purchase as they develop relationships with brands. It then covers the key stages of the consumer decision making process: 1) External influences like marketing, social factors, and communications can trigger wants and needs. 2) Consumers then seek information through search, with the level varying based on factors like product knowledge, risk, and time constraints. 3) Consumers evaluate alternatives by establishing consideration sets and attributes. They may cope with incomplete information in different ways. 4) The output can be a trial, repeat purchase, or post-purchase evaluation

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    Consumer decision making

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    The document discusses the consumer decision making process and journey. It begins by defining the consumer journey as the stages consumers pass through before, during, and after purchase as they develop relationships with brands. It then covers the key stages of the consumer decision making process: 1) External influences like marketing, social factors, and communications can trigger wants and needs. 2) Consumers then seek information through search, with the level varying based on factors like product knowledge, risk, and time constraints. 3) Consumers evaluate alternatives by establishing consideration sets and attributes. They may cope with incomplete information in different ways. 4) The output can be a trial, repeat purchase, or post-purchase evaluation

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    18 views18 pages

    Session 14 15

    Uploaded by

    Ajay Kumar
    The document discusses the consumer decision making process and journey. It begins by defining the consumer journey as the stages consumers pass through before, during, and after purchase as they develop relationships with brands. It then covers the key stages of the consumer decision making process: 1) External influences like marketing, social factors, and communications can trigger wants and needs. 2) Consumers then seek information through search, with the level varying based on factors like product knowledge, risk, and time constraints. 3) Consumers evaluate alternatives by establishing consideration sets and attributes. They may cope with incomplete information in different ways. 4) The output can be a trial, repeat purchase, or post-purchase evaluation

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 18

    Consumer Decision-Making

    Consumer Decision Making


    Consumer Journey

    Defined

    The consumer journey is the newest way of describing the stages


    consumers pass through as they develop relationships with brands before,
    during, and after purchase.
    Learning Objective
    To understand the consumer decision-making process and consumer
    decision journey.
    Input: External Influences
    • Marketing mix
    • Sociocultural influences
    • Family
    • Peers
    • Social class
    • Reference groups
    • Culture/subculture
    • Communications
    1. Process: Need
    Recognition

    • Need/Problem Recognition
    • Can be triggered by internal or external stimuli
    • Needs become wants, which lead to behavior

    • Marketing stimuli can stimulate a desire for information


    Decision Spectrum
    • Extensive Problem Solving

    • A lot of information needed

    • Must establish a set of criteria for evaluation

    • Limited Problem Solving

    • Criteria for evaluation established

    • Fine tuning with additional information

    • Routinized Response Behavior

    • Usually make decisions based on what they already know

    • Frequent, low risk purchases


    Extensive Problem Solving v s. ersu

    Routinized Response Behavior

    Source: Gemological Institute of America


    Consumer Involvement

    Defined

    The degree of personal relevance that the product or purchase holds for
    the consumer.
    2. Information Search: Contextual
    Factors
    1. Task Complexity – the number of alternatives and amount of
    information available for each alternative.

    2. Information Organization – the presentation, format, and content.

    3. Time Constraint – the amount of time the consumer has to decide.

    Search greatest when product category knowledge is low


    Factors That Increase Search (1 of 2)
    Product Factors

    Long periods of time between successive purchases

    Frequent changes in product styling

    Frequent price changes

    Volume purchasing (large number of units)

    High price

    Many alternative brands

    Much variation in features


    Factors That Increase Search (2 of 2)
    Situational Factors
    Experience: First-time purchase; no past experience because the product is
    new; unsatisfactory past experience within the product category
    Social Acceptability: The purchase is for a gift; the product is socially visible
    Value-Related Considerations: The purchase is discretionary rather than
    necessary; all alternatives have both desirable and undesirable consequences;
    family members disagree on product requirements or evaluation of
    alternatives; product usage deviates from important reference groups; the
    purchase involves ecological considerations; many sources of conflicting
    information.
    Consumer Factors
    Demographics: Education, income, occupation, age, wealth, and marital status
    Personality Traits: willingness to accept risk, product involvement, and novelty
    seeking
    3. Evaluation of Alternatives:
    Brand-Sets
    • Evoked set
    (consideration set)
    • Inept set
    • Inert set
    Successive Sets Involved in Consumer Decision Making
    Excluded Products Include
    • Unknown brands or models
    • Unacceptable brands of poor quality or inappropriate positioning
    • Brands that are perceived as not having special benefits
    • Brands that do not satisfy perceived needs
    Evaluation of Alternatives:
    Attributes
    • Product attribute examples • Price less important when
    • Size products are “right”

    • Weight

    • Sweetness

    • Color

    • Packaging

    • Criteria to assess product


    may be advertised
    Coping with Incomplete
    Information
    • Delay the decision until information is obtained
    • Ignore missing information
    • Change the decision strategy to accommodate missing information
    • “Construct” the missing information
    Decision Making: Output
    Three types of outputs:
    • Trial
    • Repeat purchase/brand loyalty
    • Post-purchase evaluation
    • Positive/negative disconfirmation of expectations
    • Cognitive dissonance
    • Discussion Question: How do consumers cope with cognitive
    dissonance?

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