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How do consumers make purchasing decisions?

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Sameer Mathur
Sameer Mathur

Kotler-Analyzing Consumer Markets-Question 3

Marketing
1 of 22
Consumer decision process
5 Stage model of decision process
Problem Recognition The buying process starts when the buyer recognizes a problem or need, triggered by internal or external stimuli.
Maslow's hierarchy of needs
Internal stimuli Want Need
External stimuli Motivation I should watch this
Information search
Information sources Personal Commercial Public Experimental
By gathering information, the consumer learns about competing brands and their features
Evaluation of Alternatives
Choose with highest perceived value
Evaluation of Alternatives Satisfy a need Each product abilities for delivering the benefits
Purchase decision In the evaluation stage, the consumer forms preferences among the brands1 2 3 4
Sub decisions Brand Dealer Quantity Time Payment method
Heuristic Non compensatory models
Post purchase behavior-satisfaction Delighted Satisfied Disappointed
Post purchase behavior-action +ve word of mouth -ve word of mouth Go buy it Never Never buy it
Post purchase behavior-disposal
Summary The typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior
Credit KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)
How do consumers make purchasing decisions?

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