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Consumer Decision Making Process

The document summarizes the consumer buying decision making process in 5 steps: 1. Problem recognition where a consumer recognizes a need or problem. 2. Information search where a consumer gathers internal and external information to learn about options. 3. Evaluation of alternatives where a consumer evaluates product attributes, brands, and determines which option would provide the most satisfaction. 4. Purchase decision where a consumer selects an option to purchase. 5. Post-purchase behavior where a consumer may experience cognitive dissonance in questioning if the right decision was made.

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Janmajit Debnath
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193 views15 pages

Consumer Decision Making Process

The document summarizes the consumer buying decision making process in 5 steps: 1. Problem recognition where a consumer recognizes a need or problem. 2. Information search where a consumer gathers internal and external information to learn about options. 3. Evaluation of alternatives where a consumer evaluates product attributes, brands, and determines which option would provide the most satisfaction. 4. Purchase decision where a consumer selects an option to purchase. 5. Post-purchase behavior where a consumer may experience cognitive dissonance in questioning if the right decision was made.

Uploaded by

Janmajit Debnath
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Customer Buying Decision Making Process

Presented To: Dr. H. R. Singh Associate Processor DBA-JNSMS Assam University, Silchar Presented By: Jayjeet Choudhury(11) Janmajit Debnath (13)

LOGO

Needs..

Consumer Purchase Decision Process


Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
3

Evaluation of Alternatives

The Buyer Decision Process


Step 1. Problem Recognition
Need Recognition
Difference between an actual state and a desired state

Internal Stimuli Hunger


Thirst

External Stimuli
TV advertising

Magazine ad

A persons normal needs

Radio slogan
Stimuli in the environment

Consumer Purchase Decision Process


Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
5

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
7

Evaluation of Alternatives

The Buyer Decision Process


Step 3. Evaluation of Alternatives
Product Attributes

Evaluation of Quality, Price, & Features


Degree of Importance

Which attributes matter most to me?


Brand Beliefs

What do I believe about each available brand? Based on what Im looking for, how satisfied would I be with each product?
Evaluation Procedures Total Product Satisfaction

Choosing a product (and brand) based on one 8 or more attributes.

Consumer Purchase Decision Process


Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
9

Evaluation of Alternatives

Consumer Purchase Decision Process


Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
10

Evaluation of Alternatives

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
14

Evaluation of Alternatives

LOGO

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