Consumer Decision Making

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Consumer Decision Making and Filipino Consumers

Consumer Decision Making and Filipino Consumers

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  • 1. CONSUMERDECISION MAKING katherine chin
  • 2. CONSUMER DECISION MAKING Behind the visible act of making a purchase lies a decision process that must be investigated. The integration process by which knowledge is combined to evaluate two or more alternative behaviors and select one. The end product of the integration is called a choice. katherine chin
  • 3.  The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. Two aspects such as affect and cognition are used to interpret products from the marketing environment and are processed in consumer decision making. katherine chin
  • 4. Consumers are exposure to over 250 advertisement messages per day Notices only 11 to 20 ads katherine chin
  • 5. LEVELS OF CONSUMERDECISION MAKING Routine Limited Extensive Response Decision Decision Behavior Making MakingLess MoreInvolvement Involvement katherine chin
  • 6. EXTENSIVE DECISION MAKINGThis first level requires the consumer extensive information to create a set of criteria to decide what specific brand and extensive value of information about each of the brands to be chosen. katherine chin
  • 7. LIMITED PROBLEM SOLVINGThe second level of decision making with which consumer has established the basic criteria for evaluating the product category and various brands in the category.Additional information is more like “fine- tuning” to differentiate among the various brands. katherine chin
  • 8. ROUTINARY RESPONSEBEHAVIORThe third or last level of decision making, that consumer already had previous information about the product category.There is a well set of established criteria as basis for evaluation. A minimal amount of additional information is needed. katherine chin
  • 9. CONSUMER DECISIONMAKING MODELInput StageProcess StageOutput stage katherine chin
  • 10. INPUT STAGE Also called as the External Influence The consumers’ identification of a product need. Two major sources of information comes from firms’ marketing effort and sociocultural environment. Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts. katherine chin
  • 11. PROCESS STAGE The consumer decision making stage Need recognition Prepurchase search Evaluation of alternatives Decisions are based on psychological factors which are inherent in his motivation, perception, learning, personality and attitude katherine chin
  • 12. OUTPUT STAGERefers to as post-decision activities.Purchase Behavior: A trial purchase is dependent on consumers’ satisfaction; he may repeat the purchase.Post Purchase Evaluation: the consumer is experiencing the product in the process stage. Being loyal to a certain brand or product. katherine chin
  • 13. These insights into Filipino consumer purchase habits were culled from the annual Philippines Shopper Trend Report by global information company Nielsen.The Nielsen study, conducted between October 8 and November 23, 2011, interviewedat least 1,500 respondents who were both "main grocery buyers and key influencers" in urban locations nationwide. http://www.rappler.com/business/9647-what-type-of-filipino-consumer-are-you katherine chin
  • 14. DIFFERENT FILIPINOCONSUMERSImpulsive BuyerSale SeekersLoyal to BrandGreen-mindedBuy Less More Often katherine chin
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  • 20. THANK YOU katherine chin