Presentation on what I've learned about the consumer decision making process.

1. CONSUMERBEHAVIOR
CONSUMER DECISION PROCESS MODEL
Marquette Curington

2. THE MODEL
NEED RECOGNITION--- INFORMATION SEARCH -
-- ALTERNATIVE EVALUATION --- PURCHASE
AND CONSUMPTION ----- POST-PURCHASE

3. WANTS &
NEEDS…TWO
DIFFERENT
THINGS
• wants are good or services that a consumer
doesn’t need but simply desires.
• Needs are things that are seen as necessities.

4. TYPES OF NEEDS
Functional –the performance of a good or services
Psychological – personal gratification consumers
associate with a product or service

5. INFORMATION SEARCH
• Internal –
A consumer uses their own memory and knowledge about the product or service
they’ve received from prior experiences.
• External –
Outside information that is sought out by the consumer ranging from conversations
with friends, to television, radio, consumer reports, sponsored media, etc.

6. EVALUATION OF ALTERNATIVES
• While the information search is occurring, the consumer must come up with
possible alternatives to the solution. Using Attribute sets.
• Universal – all possible choices for a product category
• Retrieval – brands that can be retrieved from memory
• Evoked – which are brands that consumer would consider when making a
purchase

7. PURCHASE AND CONSUMPTION
• Consumers are ready to make a purchase
• Businesses use conversion rate to measure out of all of the visitors or possible
customers actually made purchases.
• Some people become loyal customers, satisfied customers, unsatisfied customers
or customers with undesirable consumer behavior or the consumer experiences
post purchase cognitive dissonance ( usually on more expensive purchases)
• They can become any of the customer type listed about in post purchase because
of

8. POST PURCHASE
• Some people become loyal customers, satisfied customers, unsatisfied customers
or customers with undesirable consumer behavior or the consumer experiences
post purchase cognitive dissonance ( usually on more expensive purchases)
• They can become any of the customer type listed about in post purchase because
of
Multiple factors such as:

9. POST PURCHASE CONT.
• Psychological factors including; motives, attitudes, perceptions, learning and
memory, lifestyle.
• Social Factors including: family, reference groups, culture.
• Situational factors including : purchase situations, sensory situations, temporal
state.
• Marketing Mix including: Product, Place, Price and Promotion.

10. CONSUMER DECISION PROCESS TO ME
The consumer decision process doesn’t seem very intricate and detailed to the
naked eye or without analyzing it into steps. But even If done quickly even to
memory of making purchases personally one can see clearly how each step was
conducted and applied while deciding to make a purchase, conducting the
purchase, and after the purchase.