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    Consumer Decision Processes

    Uploaded by

    Rishabh Dabas

    Copyright:

    © All Rights Reserved
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    Consumer Decision Processes

    Uploaded by

    Rishabh Dabas
    5 views19 pages

    Original Title

    3. Consumer Decision Processes

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    Copyright:

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    5 views19 pages

    Consumer Decision Processes

    Uploaded by

    Rishabh Dabas

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 19

    Consumer Decision Processes

    “You can’t assume that people


    know what they want”

    “ Y O U C A N ’ T A S SU M E T H A T P E O P L E W I L L T E L L Y O U T H E
    T R U T H A B O U T T H E I R W A N T S A N D D I S L I K E S, E V E N I F
    THEY KNOW THEM. WHAT YOU ARE LIKELY TO GET ARE
    A N SW E RS T H AT W I L L P R O T E C T T H E I N F O R M A N T S I N
    T H E I R ST E A D F A S T E ND E A V O U R T O A P P E A R T O T H E
    W O R L D A S R E AL L Y S E N S I B L E , I N T E L L I G E N T R A T I O N A L
    BEINGS”
    Nature of Decision Processes

    Consumption
    options

    Purchase options
    Purchase Options

    Whether to buy or save?


    When to buy?
    What to buy – both
    category and brand?
    Where to buy?
    How to
    pay?
    Consumption Options

    Whether to
    When to How to
    consume or
    consume? consume?
    not?
    Divestment Options

    Disposal Remarketing

    Recycling
    Consumer Problem Solving

    Rational

    Hedonic

    In most cases it is a combination of the two


    Consumer Decision Making Stages

    Pre-
    Post-
    Post-
    Need
    Need Search
    Search for
    for purchase
    purchase
    Purchase Consumption
    Consumption purchase Divestment
    recognition
    recognition information
    information alternative
    alternative evaluation
    evaluation
    evaluation
    Variables that shape decision making

    Individual Environment Psychological


    differences influences processes
    Individual Differences

    Consumer resources

    Knowledge

    Attitudes

    Motivation

    Personality, values, lifestyle


    Environmental Influences

    Culture

    Social class

    Personal influence

    Family

    Situation
    Psychological Processes

    Information
    Learning
    Processing

    Attitude and
    changes in
    behaviour
    Information Processing

    Exposure

    Attention

    Comprehension

    Acceptance

    Retention
    Decision Process Continum

    Complexity

    High Low

    Degree of complexity

    Extended Habitual
    problem decision
    solving making
    Extended Problem Solving

    THOUGHT AND EVALUATION PRECEDE THE


    ACT OF PURCHASE AND USE BECAUSE OF
    THE IMPORTANCE OF MAKING THE RIGHT
    CHOICE
    Limited Problem Solving

    NEED RECOGNITION LEADS TO BUYING


    ACTION, BECAUSE THE PURCHASE DOES NOT
    ASSUME GREAT IMPORTANCE
    Factors Influencing Extent Of Problem Solving

    Degree of involvement –personal factors, product


    factors, situations

    Alternatives are differentiated – time availability,


    consumer mood

    Sufficient time for deliberation


    Impulse Buying

    It does not have the indifference that accompanies LPS.


    A high sense of emotional involvement and urgency short
    circuits the reasoning process and motivates immediate action.

     A sudden and spontaneous desire to act accompanied by urgency

     State of psychological disequilibrium in which a person can feel out of


    control

     Onset of conflict and struggle that is resolved by immediate action

     Minimal objective evaluation

     Lack of regard for consequences


    Variety Seeking

    Activation of seeking variety as a motive

    Similar alternatives

    Frequent brand shifts

    High purchase frequency

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