This document discusses the generic model of consumer behavior and influencing factors. It describes the five stages of the model: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also examines factors that influence each stage, such as triggers for need recognition, information sources, criteria for evaluation, and ways to reduce post-purchase cognitive dissonance. The document provides an overview of the consumer decision process and considerations at each step.

1. Buyer Behavior
Session 3: Generic Model and Influencing Factors
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

2. We discussed about the Black Box Model
§ The model itself
§ Its limitation
§ So what is a perfect model?
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3. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
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4. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
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5. Need Recognition and Problem Awareness
§ What is the ‘pain point’
§ What triggers
 Actual
Incidents
 Location
 Advertisements / Communications
 Peer group pressure
 Luck!
§ Tool: Customer Touchpoint Analysis
§ How to measure the trigger?
 Web à digital
 Channel à survey
or actual stock-count
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6. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
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7. Information Search
§ How
 External search
 Internal (memory)
search
§ From Where
 Personal Sources
 Experience
 Commercial
 Public
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8. Perception
§ Perception: “The process by which an individual
receives, selects, organizes, and interprets information
to create a meaningful picture of the world”
§ Selective perception processes:
 Selective
Exposure
 Selective Attention
 Selective Comprehension
 Selective Retention
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9. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
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10. Evaluation of Alternatives
§ Categories / Areas of Alternatives
 Products / Services
 Outlet / Mode of Acquisition
/ Delivery
§ Influencers
 Financial ability
 Time and other associated
costs
 Amount of information customer has
 Perceived risk against a wrong decision
 Attitude towards the selection process
- Long versus short list
- Personal likings versus logic
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11. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
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12. The Purchase Decision
§ What can the marketer do?
 Simplify the purchase process
 Make the actual process ‘gratifying’
 Reduce
‘road-blocks’
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13. The Generic Model of Consumer Behavior
Need
Recognition
and
Problem
Awareness
Information
Search
Evaluation
of
Alternatives
Actual
Purchase
Postpurchase
Evaluation
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14. Post-purchase Behavior
§ Post-purchase Cognitive Dissonance
 The Anxiety after purchasing
 Usually seen in all case except
regular, routine, low-
involvement purchases
 The search for Consistency between
- Knowledge
- Attitude
- Beliefs
- Values
 Usually
triggered because of ‘disturbing information’
received AFTER the purchase
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15. Post-purchase Behavior
§ How to reduce Cognitive Dissonance
 Continued
communication / advertising stressing the
positives
 Personalized reinforcement in case of big-ticket items
 Follow-up ‘calls’
 WoM
 ‘Club’
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16. QUESTIONS AND ANSWERS
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