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Consumer decision process
- 1. Consumer Decision Process By Catherine Beatrice
- 2. Consumer Decision Process: 1. Need Recognition 2. Information Search 3. Alternative Evaluation 4. Purchase and Consumption 5. Post Purchase Evaluation
- 3. 1. Need Recognition… It’s October 1st - Fall is here, yet Halloween costumes are nowhere to be found, I fear! • Consumer recognizes their need for a particular good or service
- 4. 2. Information Recognition • Consumer begins to search for options Silly Spooky Super Jellybean Ghost Batman Clown Mummy Superman Chicken Zombie Iron Man It’s October 10th- you must think hard, for Halloween is not all that far! Costumes…
- 5. 3. Alternative Evaluation Clown Costume • $15 • Clown nose might be uncomfortable Ghost Costume • $10 • May have limited visibility Superman Costume • $25 • 2 other classmates are going to be Superman • Consumer sifts through all the available choices It’s not an easy decision you’ll find! But it’s October 21st and you must make up your mind!
- 6. 4. Purchase and Consumption • Consumer is prepared to make purchase • Consumer purchases good or service The decision that you made is fine, it’s October 28th so it’s just in time!
- 7. Purchase and Consumption Continued… • Consumer uses good or service Let’s put your purchase to the test, was the decision you made the best?
- 8. 5. Post-Purchase Evaluation • Consumer evaluates their purchase and either experiences: a) Customer satisfaction b) Post-purchase cognitive dissonance c) Consumer loyalty d) Consumer disloyalty It’s October 31st, and seeing your abundance of candy, I’d say your choice of costume was quite dandy!
- 9. Post-Purchase continued… Cognitive dissonance as defined by our textbook: “an internal conflict that arises from an inconsistency between two beliefs or between beliefs and behavior” When the consumer regrets the purchase they made, they experience cognitive dissonance I am afraid.
- 10. Final thoughts… Every consumer goes through the consumer decision process with each new purchase; it is a universal experience. So next time you buy an item that you need, think of the psychology behind your purchase, for it’s quite fascinating indeed!