3. 1.Problem recognition
The buying process starts when a buyer recognizes a problem
triggered by internal or external stimuli.
Marketers need to identify the circumstance that trigger a particular need.
9. Non compensatory models of consumer choice
1. Conjunctive heuristic - Consumer sets minimum acceptable level
and chooses the alternative that meets that.
2. Lexicographic heuristic – consumer chooses best brand
on the basis of its perceived most important attribute.
3. Elimination by aspect heuristic
10.
11.
12. Post purchase satisfaction –
If performance of a product falls short of expectation ,
consumers become DISAPPOINTED.
If it meets expectation, consumers are SATISFIED.
If it exceeds expectation , consumers are DELIGHTED.
13. Post purchase actions-
A satisfied consumer is most likely to buy the product again.
A dis-satisfied one rejects it and complaints about it.
14. Post purchase uses and disposal-
Marketers should monitor how consumers use and dispose of products.
15. Created by Yash Shah ,
Sardar Patel College of
Engineering,
During an internship
with
Prof. Sameer Mathur,
IIM Lucknow.
www.IIMInternship.com