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Consumer Decision Making
Consumer decision making involves multiple stages. It begins with exposure to marketing messages which create product awareness and the recognition of needs. Consumers then gather information through search from both marketing efforts and their social environment. This information is processed using affective and cognitive evaluations of alternatives. A choice is made, followed by purchase behavior and later post-purchase evaluation. The amount of involvement and information search varies from routine, low involvement decisions to extensive decisions requiring significant research. The consumer decision making model has three stages - input, processing, and output.
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Consumer Decision Making
- 1. CONSUMER DECISION MAKING katherine chin
- 2. CONSUMER DECISION MAKING Behind the visible act of making a purchase lies a decision process that must be investigated. The integration process by which knowledge is combined to evaluate two or more alternative behaviors and select one. The end product of the integration is called a choice. katherine chin
- 3. The purchasedecision process is the stages a buyer passes through in making choices about which products and services to buy. Two aspects such as affect and cognition are used to interpret products from the marketing environment and are processed in consumer decision making. katherine chin
- 4. Consumers are exposureto over 250 advertisement messages per day Notices only 11 to 20 ads katherine chin
- 5. LEVELS OF CONSUMER DECISIONMAKING Routine Limited Extensive Response Decision Decision Behavior Making Making Less More Involvement Involvement katherine chin
- 6. EXTENSIVE DECISION MAKING Thisfirst level requires the consumer extensive information to create a set of criteria to decide what specific brand and extensive value of information about each of the brands to be chosen. katherine chin
- 7. LIMITED PROBLEM SOLVING Thesecond level of decision making with which consumer has established the basic criteria for evaluating the product category and various brands in the category. Additional information is more like “fine- tuning” to differentiate among the various brands. katherine chin
- 8. ROUTINARY RESPONSE BEHAVIOR The thirdor last level of decision making, that consumer already had previous information about the product category. There is a well set of established criteria as basis for evaluation. A minimal amount of additional information is needed. katherine chin
- 9. CONSUMER DECISION MAKING MODEL InputStage Process Stage Output stage katherine chin
- 10. INPUT STAGE Alsocalled as the External Influence The consumers’ identification of a product need. Two major sources of information comes from firms’ marketing effort and sociocultural environment. Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts. katherine chin
- 11. PROCESS STAGE Theconsumer decision making stage Need recognition Prepurchase search Evaluation of alternatives Decisions are based on psychological factors which are inherent in his motivation, perception, learning, personality and attitude katherine chin
- 12. OUTPUT STAGE Refers toas post-decision activities. Purchase Behavior: A trial purchase is dependent on consumers’ satisfaction; he may repeat the purchase. Post Purchase Evaluation: the consumer is experiencing the product in the process stage. Being loyal to a certain brand or product. katherine chin
- 13. These insights intoFilipino consumer purchase habits were culled from the annual Philippines Shopper Trend Report by global information company Nielsen. The Nielsen study, conducted between October 8 and November 23, 2011, interviewed at least 1,500 respondents who were both "main grocery buyers and key influencers" in urban locations nationwide. http://www.rappler.com/business/9647-what-type-of-filipino-consumer-are-you katherine chin
- 14. DIFFERENT FILIPINO CONSUMERS Impulsive Buyer SaleSeekers Loyal to Brand Green-minded Buy Less More Often katherine chin
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- 20. THANK YOU katherine chin