3. Problem Recognition
First, the consumer must realize their need to
make a purchase. The consumer must
evaluate the current state of their belongings,
and then compare that to the desired state.
4. Information Search
Internal
A search conducted inside the consumer’s
head if they have prior experience with the
purchase.
External
•Personal Sources
• Asking opinions of other people
•Public Sources
• Viewing articles or online references
•Company / Brand Sources
• Company sites and public information
5. Evaluation
Identify the criteria and develop a consideration set.
Criteria
These are things that impact
your decision such as : price,
durability, performance,
shipping time, availability,
location, and more.
Consideration Set
The final choices that you
will be comparing. Could be
different brands, makes, or
models.
6. Purchase Decision
Making the final decision after comparing different consideration sets and
choosing the best one in their opinion. The consumer actually goes through
with the purchase.
Post – Purchase Behavior
How the consumer reacts to their new purchase. Do they regret their choice?
Or are they satisfied?
7. Levels of Involvement
Limited
A combination of routine and
and extensive levels of
involvement. Some thought
and effort is put into these
choices, but very minimal.
These choices are made less
often than routine, but more
often than extensive.
Routine
Unsubstantial choices we make
each day. We do not put much
thought or effort into these choices
and make many of them
throughout each day. These are
things such as what to eat, what
shoes you wear, and how you do
your hair.
Extensive
These are bigger, more dramatic
changes that require more thought
than limited or routine decisions. Lots
of research and thought goes into
these choices. You don’t typically have
to make these often. Big choices like a
new car, new school, new house are
considered extensive.
8. Social Influences
Reference Groups – people customers aspire to be like that they are around
often
Opinion Leaders - experts in the field or role models whose opinions they
trust more than any average person
Family Socialization – some families are socialized more than others in the
sense of being consumers
Subcultures – different ethnical or social groups
9. Reference Groups & Opinion Leaders
Reference Groups
There are different groups that consumers may
may be influenced by. Whether is be groups
they belong to, or groups they aspire to belong
belong to. These are things such as college
sororities, aspirational groups, or non-
aspirational groups. These groups can
influence you in positive or negative ways.
Opinion Leaders
Consumers can be influenced by powerful
figures such as experts in the field,
professionals, and celebrities. When a
consumer's favorite celebrity recommends an
item, the consumer is 4x more likely to
purchase that item.
10. Family Socialization & Subcultures
Family Socialization
What we grow up with and experience as
children also influences the products we buy. If
If your mother only bought a certain brand of
pasta throughout your entire life, you are most
most likely going to continue to buy the same
brand of pasta. Those who grow up with more
money may be more accustomed to more
expensive products.
Subcultures
Consumers also develop influences based on
their subcultures. The three main subcultures
in the United States are African Americans,
Hispanic Americans and Asian-
Americans. Companies must cater their
advertisement and promotional efforts to
appeal to all subcultures and minorities.
