This set of slides focuses on why consumer behavior is important for marketers to study as well as the steps involved in the consumer decision process.

1. Consumer Behavior
Marketing plan
Teagan Shelton

2. WHAT DO FIRMS DO?
The importance
of consumer
behavior
Studying how
consumers behave
helps companies
install the most
optimal marketing
strategies
Organizations must dive into the
emotions of their buyers. This
means considering how buyers
feel about products, consumer
preferences, and what
influences them.

3. 1.
The consumer decision process
Information Search :
Need Recognition :
2.
This process shows the steps consumers undergo when purchasing products.
Marketers use this process to further anticipate how buyers think and feel during the
buying process.
The start of the decision making
process begins when the consumer
becomes aware of a need that is not
being met. Marketers must come up
with a product that will satisfy both
functional needs and psychological
needs of their audience.
Once an unsatisfied need has been recognized, more
information about how to satisfy said needs must be
researched. Consumers experience an internal search for
information where they look into their own recollection of
products that may help satiate their wants. As well as
internally, consumers externally search for knowledge from the
internet or friends. When in search of information, consumers
must be aware of the cost of search as well as risks that may
follow.

4. 3.
4.
The consumer Decision Process
Alternative Evaluation :
Purchase and
Consumption :
The third step in this consumer process is
to evaluate which option would be best to
satisfy their needs. Among the various
alternatives consumers have to choose
from, they have a set of decision rules they
consciously as well as subconsciously
implement. The compensatory rule is
relative to whether or not the good trade
offs of a decision weigh out the bad ones.
Separate from that, the non-compensatory
rule is a bias based rule buyers sometimes
use to help decide which option to choose.
Next is the actual purchase of a product. Although
consumers may have come up with a decision, that does not
mean buyers always follow through with said decision.
Because of this, product producers use conversion rates to
measure how many purchase intentions are actually
followed through with until consumption.

5. The consumer decision process
The last step of the consumer decision process
consists of the behavior consumers adopt after
their purchase. This step is especially important
for businesses to study because it is important
for companies to strive for brand loyalty and
positive reviews from the buyers. To put it
simply, this is a way to measure customer
satisfaction and build consumer loyalty
Post-Purchase :
5.

6. Influences
psychological
factors
The consumer decision process has many influencing
factors. These can be categorized into :
social factors marketing mix situational factors
motives
attitudes
perception
learning
lifestyle
family
reference
groups
culture
product
price
placement
promotion
purchase
sensory
temporal
state

7. psychological factors
MOTIVES :
This is a need that
is strong enough
to influence
action.
ATTITUDE :
This is ones feelings toward
something, which in all can skew
their behaviors as a consumer.
PERCEPTION :
Perception is the way we
interpret and analyze info.
In marketing, perception
is about how consumers
view certain colors,
symbols, etc. and the ways
those attributes make
them feel.
LEARNING STYLE :
This refers to the way consumers
think throughout the decision
process. This factor also includes
memory, this is because what
consumers remember about a
product or business is what
matters most for future
purchases.
LIFESTYLE :
This views the way
consumers spend their time
and money

8. social factors
FAMILY :
This factor is important
when purchase decisions
are made that will affect
ones family. This confirms
the needs of all parties.
REFERENCE GROUPS :
This can be seen as one or more individuals that a
consumer compares beliefs and behaviors to. This is a
large communicative influence
CULTURE :
culture refers to shared belief and
morals of a group. This can influence
where consumers shop and what types
of products they purchase.

9. marketing mix
PRODUCT :
This represents the physical product
that was developed for consumers.
This product should meet the needs
of consumers.
PRICE :
How much a product costs vastly influences
the choice buyers make.
PLACEMENT :
How convenient is the companies
product? How easy is it to obtain
said product.
PROMO :
This is all about how
influential the
products promotion
is, and who the
product is targeting.

10. Situational factors
PURCHASE SITUATION :
This refers to the situation a
consumer is in when making a
purchase, their purchase behavior may
skew away from what they typically
would do.
SENSORY SITUATION :
These are specific factors about a situation.
These influence the buyer in the same way every
time.
TEMPORAL STATE :
The temporal state is our state of
mind and the way it can be altered.
Some people may function better at
different periods of the day, or may
be irritable when making a purchase.
All of which influence consumers
behavior.

11. WHY ARE INFLUENCES
IMPORTANT?
The various factors that influence buyers are extremely important for
marketers to hold in mind.
Factors can either positively or negatively impact the way a consumer will interact with a
brand. Businesses hope their consumers are influenced in such ways where their buyers
become loyal and spread good word of mouth.
Unfortunately, negative influences are also apparent which may lead to bad reviews of
products and less sales.