The document discusses the consumer decision making process and factors that influence it. It describes the 5 stages of the consumer decision making process: problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It also discusses social influences on consumers from friends, family, influencers, and experts. The document outlines 3 levels of consumer involvement: routine, limited, and extensive purchases. Finally, it discusses psychological influences on consumers, including Maslow's hierarchy of needs and key factors like perception, motivation, attitudes, beliefs, and lifestyle.

1. ALL ABOUT THE CONSUMER
RAEGAN MEYER

2. CONSUMER DECISION MAKING PROCESS
Total of 5 key stages
 1st Problem Recognition-consumer identifies what the problem is
 2nd Information Search- consumer does research from memory and external searches
 3rd Alternative Evaluation- consumer identifies the necessities and qualifications for
themselves
 4th Purchase Decision- consumer chooses what is best for them and makes the
purchase
 5th Post-Purchase Behavior- consumer evaluates thoughts on if it is what they desired
Marketers use this process to help them put themselves in consumers shoes

3. INFORMATION SEARCH
PROBLEM RECOGNITION
ALTERNATIVE EVALUATION
POST-PURCHASE
BEHAVIOR
PURCHASE DECISION
DECISION MAKING PROCESS

4. SOCIAL INFLUENCE ON CONSUMERS
 Consumers look to friends and family
 Asking them for opinions
 Consumers look to social media influencers
 Seeing what is trendy and who is purchasing what
 Consumers look to experts
 Researching what is the best of the best
It is the job of the marketer to pick up on the trends

5. SOCIAL INFLUENCES
CULTURE
FAMILY AND
FRIENDS EXPERTS INFLUENCERS

6. CONSUMER INVOLVEMENT
 3 levels consumers go through
 1st Routine
 Simple purchases with little thought and the consumer is aware of what they want
 2nd Limited
 Purchases that the consumer puts thought into but no in-depth research
 3rd Extensive
 Purchases that include research, opinions, and comparison
The marketers need to identify what level they are to properly put in the work

7. PSYCHOLOGICAL INFLUENCE: NEEDS
 MASLOW'S HIERARCHY OF NEEDS
 1ST PSYCHOLOGICAL
 Consumer’s most basic needs to live
 2ND SAFETY
 Consumer’s concern about security in all ways
 3RD SOCIAL
 consumer’s need to be surrounded by loved ones
 4TH ESTEEM
 Consumer’s personal desires and needs
 5TH SELF ACTUALIZATION
 Consumer striving to be the best version of themself
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8. KEY PSYCHOLOGICAL INFLUENCE
 Influence over customer behavior
 Perception- the way consumers look at things in life
 Selective Exposure -- choosing to view some things but not others
 Selective Comprehension-- interpretation of whatever it is in front of consumer to align
with what they want it to
 Selective Retention– lack of memory of specific information seen day to day
 Motivation- the drive behind the consumer
 The internal wants and needs that drive consumers to make purchases

9. KEY PSYCHOLOGICAL INFLUENCE
 Attitude
 The response from the consumer that is consistent with the person
 Belief
 Consumers personal views that are made up of opinions and known information
 Lifestyle
 The way in which a consumer puts their money, effort, and time into day to day

11. Consumers are a huge part in the way of the
business world. Marketers have to study the
wants, needs, beliefs, motivation and so much
more to figure out how to reach their target
consumer.
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