basic in4 about the consumer decision making process

1. CONSUMER DECISION
MAKING

2. CONSUMERDECISIONMAKING
• Covers critical thinking skills related to consumers' goals,
needs, wants, and the effects of attitudes, advertising,
information and opportunity costs on consumer behavior.
• processes undertaken by consumers in regard to a
potential market transaction before, during, and after the
purchase of a product or service.
- way a customer identifies their needs, collects
information, evaluates alternatives then makes
the purchase decision.

3. The three stages:
1.Input stage- influences the consumers
recognition of a product need and consists of
two major sources of information:
(i) The firms marketing efforts (4p’s)
(ii)External sociological influences
2.Process- focuses on how consumers make
decisions.
3.Output- consumer satisfaction.

5. Perceived beliefs,
Norms,
Values of significant others.
Other customer
Decision-makers
Information
Intrinsic
attributes
Extrinsic
attributes
Price
availability
Advocate
impersonal
sources
Independent
impersonal
sources
Advocate
personal
sources
Independent
personal
sources
Information
storage
Attitudes
towards
sources
Filtration
Personality
Direct
experience
Beliefs
Wants
Want
strength
Feelings
Disposition
Search
Select
No
action
Attitudes towards
product, substitutes,
complement
Income, budget piorities,
physical capacity,
household capacity
Ownership
Other
purchase
decisions
Hold
Key
Direct Flows
Feedbacks
Yes
No
Constraints

6. Input stage:
The 4 Ps:
(i) Product
(ii)Price
(iii)Place
(iv)Promotion
External sociological influences
- Behavioral influence perspective
- Experiental influence
- High/low level involvment

7. Process stage:
Need recognition- where the consumer
recognizes that what essentially is the problem
or need and hence accordingly a consumer
can identify the product or kind of product
which would be required by the consumer.
- Realization by the consumer that there is
a difference between “what is” & “what
should be”.

8. Pre-purchase search for information-
consumer perceives a need & actively
seeks out all information concerning
products which could help satisfy that
need.
Evaluation of alternatives- consumers
evaluate all of their products or brand
options on a scale of attributes which
have the ability to deliver the benefit
that they are seeking to spend available
resources.

9. Ads often
appeal to
consumers
who are
looking for
information
to help them
evaluate the
products.

10. 3. Output stage:
Purchase behaviour
(i) Trial purchase
(ii)Repeat purchase
(iii)Long term commitment
Post purchase evaluation
-actual performance;
 matches, exceeds or is below expectations.

11. Lives, like money,
are spent. What are
you buying with
yours?
Roy H. Williams