CIBB CONSUMER DECISIONMAKING

1. Consumer Decision Making 1
Basic Model
Annaji Sarma

2. Brand evaluation. It takes place at the same time as information processing. The
consumer will establish certain criteria, and each brand is judged on the criteria.
Purchase. After evaluation, the consumer will purchase the product in accordance
to the criteria.
Postpurchase evaluation. After purchasing, the consumer will evaluate the brand’s
performance.
NEED
AROUSAL
CONSUMER
INFORMATION
PROCESSING
BRAND
EVALUATIONPURCHASEPOSTPURCHASEEV
ALUATION
Feedback
Figure2.2 A Basic Model of Complex Decision Making
Part 2 Consumer Decision Making
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3. NEED AROUSAL
Part 2 Consumer Decision Making
INPUT VARIABLES
INTERNAL
Consumer’s Past Experiences
Consumer Characteristics
Demographics
Life-style
Personality
Consumer Motivations
EXTERNAL
Environmental Influences
Face-to-face groups
Situational determinants
Social class
Culture
Marketing Stimuli
Product
Price
Promotion
CONSUMER’S
PSYCHOLOGICAL SET
STIMULUS
EXPOSURE
NEED
RECOGNITION
(initiation of
decision making)
Tension State
Need Criteria
Brand Attitudes
Beliefs about the brands
Brands evaluation
Tendency to act
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