Consumer decision making proces

1. Consumer Decision Making
Process
16-1

2. Factors influencing the customer’s
decision making process
16-2

3. Models of Consumers: Four Views
of Consumer Decision Making
•
•
•
•
16-3
An Economic View
A Passive View
A Cognitive View
An Emotional View

4. A Model of Consumer Decision
Making
INPUT
PROCESS
OUTPUT
16-4

5. Figure 16.2 A Simple Model of Consumer Decision Making
External Influences
Input
Firm’s Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of distribution
Sociocultural Environment
1.Family
2.Other noncommercial sources
3.Social class
4.Subculture and culture
Consumer Decision Making
Need Recognition
Process
Prepurchase Search
Evaluation of Alternatives
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Postdecision Behavior
Output
16-5
Purchase
1. Trial
2. Repeat purchase
Postpurchase Evaluation

6. Consumer Decision Making
• Consumer-side
Need
Recognition
Search
Alternative
Evaluation
Choice
Post-Purchase
Evaluation
• Marketer-side
Awareness
16-6
Interest
Desire
Action

7. Need
Recognition
16-7
The realization by the
consumer that there is a
difference between “what is”
and “what should be.”

8. Prepurchase
Search
16-8
A stage in the consumer
decision-making process in
which the consumer
perceives a need and
actively seeks out
information concerning
products that will help
satisfy that need.

9. Pre-purchase
search
16-9

10. Evaluating Alternatives
Determine criteria to be used for
evaluation of products
Assess the relative importance of the
each criteria
Evaluate each alternative based on the
identified criteria
16-10

11. Evaluating Alternatives
• Criteria for the purchase of a car:
–
–
–
–
–
–
16-11
Space
Reliability
Safety
Longevity
Handling
Styling

12. Evaluating Alternatives
• Assessing Importance: ei
–
–
–
–
–
–
Space
Reliability
Safety
Longevity
Handling
Styling
5
4
4
3
3
2
* Importance: 5=Most Important, 1=Least Important
16-12

13. Evaluating Alternatives
• Beliefs Regarding Product Performance:
bi’s
Importance
ei
Subaru
Outback
Volvo
Cross Country
Space
5
4
2
4
Reliability
4
3
4
3
Safety
4
3
3
4
Longevity
3
2
4
4
Handling
3
1
4
2
Styling
16-13
Toyota
Sienna
2
2
4
3
Product Evaluation: 4=Excellent, 3=Very Good, 2=Good, 1=Fair

14. Cont…
• Product choice.
• Decision to buy the product/purchase
decision.
• Post-purchase Evaluation
16-14

15. Outcomes of Postpurchase
Evaluation
• Actual Performance Matches Expectations
• Actual Performance Exceeds Expectations
– Positive Disconfirmation of Expectations
• Performance is Below Expectations
– Negative Disconfirmation of Expectations
16-15

16. Types of Purchases
Trial
Purchases
Repeat
Purchases
Long-Term
Commitment
Purchases
16-16

17. Figure 16.5 A Simple Model of Consumption
Choice or Purchase Decision
Input
Consumption Set
Added to one’s assortment or portfolio
Consuming Style
How the individual fulfills his or her
consumption requirements
Process of
Consuming
and
Possessing
Output
16-17
Consuming and Possessing Things and Experiences
Using, Possessing, Collecting, Disposing
Feelings, Moods, Attitudes, Behavior
Altered consumer satisfaction, change in lifestyle and/or
quality of life, learning and knowledge, expressing and
entertaining oneself