Reference to Marketing Management - (A south asian perspective)14th edition by kotler

1. HOW DO CONSUMERS
MAKE BUYING
DECISIONS ?

3. 1
Problem Recognition
(Initial stage that invokes the need for a product)

4. “Buyer recognizes the problem or a
need due to a stimulus.

5. 2.
INFORMATION SEARCH
Queries that lay the path towards choosing a right
product that would fulfill your needs.

6. Personal
Gathering information from
family, friends.

7. Public
Gathering information from
social , mass media.

8. Commercial
Gathering information from
ads, newspapers.

9. Experiential
By Handling , examining the
product.

11. 3.
EVALUATION OF
ALTERNATIVES
Customers evaluate the options to see which ones
deliver the most desirable attributes

13. 4. Purchase Decision
This is based on a number of heuristics

14. Purchasing Decision
▷ Customers may not spend time
weighing the pros and cons of the
brands.
▷ This is based on a number of
heuristics.

15. Heuristics
Conjunctive
Setting a minimum
cut-off level for each
attribute.
Lexicographic
Choosing the best
brand on the basis of
one attribute.
Elimination by
Aspects.
Comparing the
brands and
eliminating the ones
that don’t meet the
cutoff .

16. 5.
INTERVENING FACTORS
Involves reconsideration of evaluation of the product.

17. Intervening Factors
▷ Due to attitude of others
▷ Unanticipated Situations

18. Post Purchase Behaviour
Action
Negative or
Positive mouth
publicity
Satisfaction
Closeness
between
expected and
actual
performance
Disposal
Faster the
consumption,
sooner the re-
purchase

19. Thank You !
Hope you had learnt something useful :)

20. Credits
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21. Presentation design
Created By:
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During an internship under :
Prof. Sameer Mathur , IIM Lucknow
www.IIMInternship.com