SlideShare a Scribd company logo
Chapter 16 Consumer Decision Making and Beyond
Chapter Outline ,[object Object],[object Object],[object Object],[object Object]
Levels of Consumer Decision Making ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
This Site Helps You Search and Establish Criteria for Choosing a Doctor weblink
Ads often appeal to consumers who are looking for information to help them evaluate products.
Models of Consumers: Four Views of Consumer Decision Making ,[object Object],[object Object],[object Object],[object Object]
Discussion Questions ,[object Object],[object Object]
Goal Setting and Pursuit  Figure 16.1
A Simple Model of Consumer Decision Making Figure 16-2
Discussion Question ,[object Object],[object Object],[object Object],[object Object]
The Process of Consumer Decision Making ,[object Object],[object Object],[object Object]
Need Recognition ,[object Object],[object Object],[object Object],[object Object]
Prepurchase Search ,[object Object],[object Object],[object Object]
Issues in Alternative Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Evoked Set  Figure 16-3
Issues in Alternative Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Decision Rules ,[object Object],[object Object],[object Object],[object Object],[object Object]
Compensatory Decision Rules A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.
Non-compensatory Decision  Rules A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for  a negative evaluation of the same brand on some other attribute.
Conjunctive Decision Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated. Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.
Disjunctive Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute.
Lexicographic Rule A noncompensatory decision rule - consumers first rank product attributes in terms of  importance, then compare brands in terms of the attribute considered most important.
Affect Referral Decision Rule A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes.
Issues in Alternative Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Decision Process for Functionally Illiterate Consumers  Figure 16-4
Issues in Alternative Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
There Are a Growing Number of Web Sites to Help Consumers Choose Products web link
Issues in Alternative Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Coping with Missing Information ,[object Object],[object Object],[object Object],[object Object]
Issues in Alternative Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Purchase Can Involve a Number of Decisions.  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Output of Consumer Decision Making ,[object Object],[object Object]
Purchase Behavior ,[object Object],[object Object],[object Object],[object Object]
Postpurchase Evaluation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
This article in  Cargo  is designed to help a reader reduce their postpurchase depression.
Discussion Question ,[object Object],[object Object]
Gifting Behavior ,[object Object]
An Increasing Number of Gift Purchases Are Now Made Online weblink
Table 16.13  Reported Circumstances and Motivations for Self-Gift Behavior CIRCUMSTANCES Personal accomplishment Feeling down Holiday Feeling stressed Have some extra money Need Had not bought for self in a while Attainment of a desired goal Others MOTIVATIONS To reward oneself To be nice to oneself To cheer up oneself To fulfill a need To celebrate To relieve stress To maintain a good feeling To provide an incentive toward a goal Others
Table 16.14  Gifting Relationships GIFTING RELATIONSHIP Intergroup Intercategory EXAMPLE DEFINITION A Christmas gift from one family to another family A group giving a gift to another group A group of friends chips in to buy a new mother a baby gift An individual giving a gift to a group or a group giving a gift to an individual Intragroup Interpersonal A family buys a VCR for itself as a Christmas gift A group giving a gift to itself or its members Valentine’s Day chocolates presented from a boyfriend to a girlfriend An individual giving a gift to another individual Intrapersonal A woman buys herself jewelry to cheer herself up Self-gift
A Simple Model of Consumption Figure 16-5
Relationship Marketing Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.
Proctor & Gamble Builds Relationships with Their Brands
State Farm Insurance stresses relationship marketing in their advertising.

More Related Content

What's hot

Chapter 10 Referene Group And Family Reference
Chapter 10 Referene Group And Family ReferenceChapter 10 Referene Group And Family Reference
Chapter 10 Referene Group And Family Reference
Avinash Kumar
 
Role of IMC in Marketing Process
Role of IMC in Marketing ProcessRole of IMC in Marketing Process
Role of IMC in Marketing Process
Rahul Barwe
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
Dr. Pratiksha Patil
 
Reference Group and Family Influence on Consumer Behavior
Reference Group and Family Influence on Consumer BehaviorReference Group and Family Influence on Consumer Behavior
Reference Group and Family Influence on Consumer Behavior
RamishSheikh1
 
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and Loyalty
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBB Chapter Seven : Post Purchase Processes, Customer Satisfaction and Loyalty
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and Loyalty
BBAdvisor
 
Analyzing Consumer Markets
Analyzing Consumer MarketsAnalyzing Consumer Markets
Analyzing Consumer Markets
Nishant Agrawal
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
MD SALMAN ANJUM
 
Consumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycle
rainbowlink
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
Abhipsha Mishra
 
Chapter 6 Consumer Perception
Chapter 6 Consumer PerceptionChapter 6 Consumer Perception
Chapter 6 Consumer Perception
Avinash Kumar
 
Introduction to Consumer Behavior
Introduction to Consumer BehaviorIntroduction to Consumer Behavior
Introduction to Consumer Behavior
Maxwell Ranasinghe
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Process
unnati shah
 
Influence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviourInfluence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviour
prabaharan b
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
JagdeepSingh394
 
Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer Behavior
Rupesh Poddar
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
Farman Zakhilwal
 
Chapter 7 Consumer Learning
Chapter 7 Consumer LearningChapter 7 Consumer Learning
Chapter 7 Consumer Learning
Avinash Kumar
 
Personality and consumer behavior
Personality and consumer behaviorPersonality and consumer behavior
Personality and consumer behavior
Abhipsha Mishra
 
Post Purchase Consumer Behaviour
Post Purchase Consumer BehaviourPost Purchase Consumer Behaviour
Post Purchase Consumer Behaviour
King Julian
 
Consumer decision making process.
Consumer decision making process.Consumer decision making process.
Consumer decision making process.
amathulmubeen
 

What's hot (20)

Chapter 10 Referene Group And Family Reference
Chapter 10 Referene Group And Family ReferenceChapter 10 Referene Group And Family Reference
Chapter 10 Referene Group And Family Reference
 
Role of IMC in Marketing Process
Role of IMC in Marketing ProcessRole of IMC in Marketing Process
Role of IMC in Marketing Process
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
Reference Group and Family Influence on Consumer Behavior
Reference Group and Family Influence on Consumer BehaviorReference Group and Family Influence on Consumer Behavior
Reference Group and Family Influence on Consumer Behavior
 
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and Loyalty
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and LoyaltyBB Chapter Seven : Post Purchase Processes, Customer Satisfaction and Loyalty
BB Chapter Seven : Post Purchase Processes, Customer Satisfaction and Loyalty
 
Analyzing Consumer Markets
Analyzing Consumer MarketsAnalyzing Consumer Markets
Analyzing Consumer Markets
 
Culture and Consumer Behavior
Culture and Consumer Behavior Culture and Consumer Behavior
Culture and Consumer Behavior
 
Consumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycleConsumer Behaviour -Family, social class & life cycle
Consumer Behaviour -Family, social class & life cycle
 
Consumer Motivation
Consumer MotivationConsumer Motivation
Consumer Motivation
 
Chapter 6 Consumer Perception
Chapter 6 Consumer PerceptionChapter 6 Consumer Perception
Chapter 6 Consumer Perception
 
Introduction to Consumer Behavior
Introduction to Consumer BehaviorIntroduction to Consumer Behavior
Introduction to Consumer Behavior
 
Consumer Decision Making Process
Consumer Decision Making ProcessConsumer Decision Making Process
Consumer Decision Making Process
 
Influence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviourInfluence of reference groups on consumer behaviour
Influence of reference groups on consumer behaviour
 
Consumer learning
Consumer learningConsumer learning
Consumer learning
 
Culture of Consumer Behavior
Culture of Consumer BehaviorCulture of Consumer Behavior
Culture of Consumer Behavior
 
Consumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer MotivationConsumer Behaviour Chapter 4 Consumer Motivation
Consumer Behaviour Chapter 4 Consumer Motivation
 
Chapter 7 Consumer Learning
Chapter 7 Consumer LearningChapter 7 Consumer Learning
Chapter 7 Consumer Learning
 
Personality and consumer behavior
Personality and consumer behaviorPersonality and consumer behavior
Personality and consumer behavior
 
Post Purchase Consumer Behaviour
Post Purchase Consumer BehaviourPost Purchase Consumer Behaviour
Post Purchase Consumer Behaviour
 
Consumer decision making process.
Consumer decision making process.Consumer decision making process.
Consumer decision making process.
 

Similar to Chapter 16 Consumer Buying Decision

Schiffman16.ppt best ppt,decision making1
Schiffman16.ppt best ppt,decision making1Schiffman16.ppt best ppt,decision making1
Schiffman16.ppt best ppt,decision making1
Gaurav Thareja
 
L4 cons beh - 19-01-10
L4 cons beh - 19-01-10L4 cons beh - 19-01-10
L4 cons beh - 19-01-10
Kinshook Chaturvedi
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
JaredWise3
 
Marketing Review 1
Marketing Review 1Marketing Review 1
Marketing Review 1
Stephan Langdon
 
Chp 7 online customer behavior
Chp 7 online customer behaviorChp 7 online customer behavior
Chp 7 online customer behavior
cheqala5626
 
Consumer Behaviour final latest.pptx
Consumer Behaviour final latest.pptxConsumer Behaviour final latest.pptx
Consumer Behaviour final latest.pptx
paribhardwaj
 
Consumer Behavior and Segmentation
Consumer Behavior and SegmentationConsumer Behavior and Segmentation
Consumer Behavior and Segmentation
Syed Islam
 
Consumer Preferences for Retail Promotions - Cognizant Research Findings
Consumer Preferences for Retail Promotions - Cognizant Research FindingsConsumer Preferences for Retail Promotions - Cognizant Research Findings
Consumer Preferences for Retail Promotions - Cognizant Research Findings
Cognizant
 
How do consumers make purchasing decisions
How do consumers make purchasing decisionsHow do consumers make purchasing decisions
How do consumers make purchasing decisions
Sameer Mathur
 
Marketing Consumer Buying Behaviour
Marketing   Consumer Buying BehaviourMarketing   Consumer Buying Behaviour
Marketing Consumer Buying Behaviour
shrirangan1986
 
Kotler05 media
Kotler05 mediaKotler05 media
Kotler05 media
Monica Verma
 
Consumer Behavior and Marketing Strategies Based on Information Search Patter...
Consumer Behavior and Marketing Strategies Based on Information Search Patter...Consumer Behavior and Marketing Strategies Based on Information Search Patter...
Consumer Behavior and Marketing Strategies Based on Information Search Patter...
Ashraf Mady
 
Buying decision process in rural marketing
Buying decision process in rural marketingBuying decision process in rural marketing
Buying decision process in rural marketing
kanikaguptauicet
 
47 consumerbehavior
47 consumerbehavior47 consumerbehavior
47 consumerbehavior
abhibaban
 
Consumerbehavior
ConsumerbehaviorConsumerbehavior
Consumerbehavior
praveelavanyavidhu
 
Consumerbehavior
ConsumerbehaviorConsumerbehavior
Consumerbehavior
praveevidhu
 
Cb
CbCb
Cb1
Cb1Cb1
Insight report-1
Insight report-1Insight report-1
Insight report-1
Nuala Canning
 
TheRoadtoRewards
TheRoadtoRewardsTheRoadtoRewards
TheRoadtoRewards
Lee Harmon, PMP, CSM
 

Similar to Chapter 16 Consumer Buying Decision (20)

Schiffman16.ppt best ppt,decision making1
Schiffman16.ppt best ppt,decision making1Schiffman16.ppt best ppt,decision making1
Schiffman16.ppt best ppt,decision making1
 
L4 cons beh - 19-01-10
L4 cons beh - 19-01-10L4 cons beh - 19-01-10
L4 cons beh - 19-01-10
 
Consumer behavior
Consumer behaviorConsumer behavior
Consumer behavior
 
Marketing Review 1
Marketing Review 1Marketing Review 1
Marketing Review 1
 
Chp 7 online customer behavior
Chp 7 online customer behaviorChp 7 online customer behavior
Chp 7 online customer behavior
 
Consumer Behaviour final latest.pptx
Consumer Behaviour final latest.pptxConsumer Behaviour final latest.pptx
Consumer Behaviour final latest.pptx
 
Consumer Behavior and Segmentation
Consumer Behavior and SegmentationConsumer Behavior and Segmentation
Consumer Behavior and Segmentation
 
Consumer Preferences for Retail Promotions - Cognizant Research Findings
Consumer Preferences for Retail Promotions - Cognizant Research FindingsConsumer Preferences for Retail Promotions - Cognizant Research Findings
Consumer Preferences for Retail Promotions - Cognizant Research Findings
 
How do consumers make purchasing decisions
How do consumers make purchasing decisionsHow do consumers make purchasing decisions
How do consumers make purchasing decisions
 
Marketing Consumer Buying Behaviour
Marketing   Consumer Buying BehaviourMarketing   Consumer Buying Behaviour
Marketing Consumer Buying Behaviour
 
Kotler05 media
Kotler05 mediaKotler05 media
Kotler05 media
 
Consumer Behavior and Marketing Strategies Based on Information Search Patter...
Consumer Behavior and Marketing Strategies Based on Information Search Patter...Consumer Behavior and Marketing Strategies Based on Information Search Patter...
Consumer Behavior and Marketing Strategies Based on Information Search Patter...
 
Buying decision process in rural marketing
Buying decision process in rural marketingBuying decision process in rural marketing
Buying decision process in rural marketing
 
47 consumerbehavior
47 consumerbehavior47 consumerbehavior
47 consumerbehavior
 
Consumerbehavior
ConsumerbehaviorConsumerbehavior
Consumerbehavior
 
Consumerbehavior
ConsumerbehaviorConsumerbehavior
Consumerbehavior
 
Cb
CbCb
Cb
 
Cb1
Cb1Cb1
Cb1
 
Insight report-1
Insight report-1Insight report-1
Insight report-1
 
TheRoadtoRewards
TheRoadtoRewardsTheRoadtoRewards
TheRoadtoRewards
 

More from Avinash Kumar

Chap010
Chap010Chap010
Chap010
Avinash Kumar
 
Chap009
Chap009Chap009
Chap009
Avinash Kumar
 
Chap011
Chap011Chap011
Chap011
Avinash Kumar
 
Chap006
Chap006Chap006
Chap006
Avinash Kumar
 
Chap004
Chap004Chap004
Chap004
Avinash Kumar
 
Chap003
Chap003Chap003
Chap003
Avinash Kumar
 
Chap005
Chap005Chap005
Chap005
Avinash Kumar
 
Chap007
Chap007Chap007
Chap007
Avinash Kumar
 
Chap008
Chap008Chap008
Chap008
Avinash Kumar
 
Chap002
Chap002Chap002
Chap002
Avinash Kumar
 
Chap001
Chap001Chap001
Chap001
Avinash Kumar
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
Avinash Kumar
 
SHRM
SHRMSHRM
Selection
SelectionSelection
Selection
Avinash Kumar
 
Recruitment
RecruitmentRecruitment
Recruitment
Avinash Kumar
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
Avinash Kumar
 
Hrp
HrpHrp
Hra
HraHra
Chapter 30
Chapter 30Chapter 30
Chapter 30
Avinash Kumar
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
Avinash Kumar
 

More from Avinash Kumar (20)

Chap010
Chap010Chap010
Chap010
 
Chap009
Chap009Chap009
Chap009
 
Chap011
Chap011Chap011
Chap011
 
Chap006
Chap006Chap006
Chap006
 
Chap004
Chap004Chap004
Chap004
 
Chap003
Chap003Chap003
Chap003
 
Chap005
Chap005Chap005
Chap005
 
Chap007
Chap007Chap007
Chap007
 
Chap008
Chap008Chap008
Chap008
 
Chap002
Chap002Chap002
Chap002
 
Chap001
Chap001Chap001
Chap001
 
Kotlers Soft Copy
Kotlers Soft CopyKotlers Soft Copy
Kotlers Soft Copy
 
SHRM
SHRMSHRM
SHRM
 
Selection
SelectionSelection
Selection
 
Recruitment
RecruitmentRecruitment
Recruitment
 
Job Analysis
Job AnalysisJob Analysis
Job Analysis
 
Hrp
HrpHrp
Hrp
 
Hra
HraHra
Hra
 
Chapter 30
Chapter 30Chapter 30
Chapter 30
 
Chapter 29
Chapter 29Chapter 29
Chapter 29
 

Chapter 16 Consumer Buying Decision

  • 1. Chapter 16 Consumer Decision Making and Beyond
  • 2.
  • 3.
  • 4. This Site Helps You Search and Establish Criteria for Choosing a Doctor weblink
  • 5. Ads often appeal to consumers who are looking for information to help them evaluate products.
  • 6.
  • 7.
  • 8. Goal Setting and Pursuit Figure 16.1
  • 9. A Simple Model of Consumer Decision Making Figure 16-2
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. The Evoked Set Figure 16-3
  • 16.
  • 17.
  • 18. Compensatory Decision Rules A type of decision rule in which a consumer evaluates each brand in terms of each relevant attribute and then selects the brand with the highest weighted score.
  • 19. Non-compensatory Decision Rules A type of consumer decision rule by which positive evaluation of a brand attribute does not compensate for a negative evaluation of the same brand on some other attribute.
  • 20. Conjunctive Decision Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each attribute evaluated. Brands that fall below the cutoff point on any one attribute are eliminated from further consideration.
  • 21. Disjunctive Rule A noncompensatory decision rule in which consumers establish a minimally acceptable cutoff point for each relevant product attribute.
  • 22. Lexicographic Rule A noncompensatory decision rule - consumers first rank product attributes in terms of importance, then compare brands in terms of the attribute considered most important.
  • 23. Affect Referral Decision Rule A simplified decision rule by which consumers make a product choice on the basis of their previously established overall ratings of the brands considered, rather than on specific attributes.
  • 24.
  • 25. The Decision Process for Functionally Illiterate Consumers Figure 16-4
  • 26.
  • 27. There Are a Growing Number of Web Sites to Help Consumers Choose Products web link
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35. This article in Cargo is designed to help a reader reduce their postpurchase depression.
  • 36.
  • 37.
  • 38. An Increasing Number of Gift Purchases Are Now Made Online weblink
  • 39. Table 16.13 Reported Circumstances and Motivations for Self-Gift Behavior CIRCUMSTANCES Personal accomplishment Feeling down Holiday Feeling stressed Have some extra money Need Had not bought for self in a while Attainment of a desired goal Others MOTIVATIONS To reward oneself To be nice to oneself To cheer up oneself To fulfill a need To celebrate To relieve stress To maintain a good feeling To provide an incentive toward a goal Others
  • 40. Table 16.14 Gifting Relationships GIFTING RELATIONSHIP Intergroup Intercategory EXAMPLE DEFINITION A Christmas gift from one family to another family A group giving a gift to another group A group of friends chips in to buy a new mother a baby gift An individual giving a gift to a group or a group giving a gift to an individual Intragroup Interpersonal A family buys a VCR for itself as a Christmas gift A group giving a gift to itself or its members Valentine’s Day chocolates presented from a boyfriend to a girlfriend An individual giving a gift to another individual Intrapersonal A woman buys herself jewelry to cheer herself up Self-gift
  • 41. A Simple Model of Consumption Figure 16-5
  • 42. Relationship Marketing Marketing aimed at creating strong, lasting relationships with a core group of customers by making them feel good about the company and by giving them some kind of personal connection with the business.
  • 43. Proctor & Gamble Builds Relationships with Their Brands
  • 44. State Farm Insurance stresses relationship marketing in their advertising.