This document summarizes the consumer decision making process. It involves 5 stages: need recognition, information search, alternatives evaluation, purchase decision, and post-purchase evaluation. In need recognition, internal or external stimuli motivate a need. In information search, consumers gather information from recommendations, experiences, and risk management. Alternatives are then evaluated based on factors like price, benefits, availability. The purchase decision involves choosing a product, brand, dealer, amount and time. Post-purchase involves evaluating performance versus expectations. Decision making can be extensive problem solving, limited problem solving, or routine response behavior based on involvement level.

1. CONSUMER DECISION
MAKING PROCESS
BY SANIA SHAH

2. WHO IS CONSUMERS….?
• THE CONSUMER IS THE ONE WHO PAYS SOMETHING TO
CONSUME GOODS AND SERVICES PRODUCED.

3. WHAT IS CONSUMER DECISION MAKING .?
• CONSUMER DECISION MAKING PROCESS MEANS THE PROCESS OF
IDENTIFYING AND VERIFYING THE DECISION MAKING OF THE
CONSUMER BY THE BUSINESS LEADERS.
• CONSUMER DECISION MAKING IS A PROCESS THROUGH WHICH THE
CUSTOMER SELECTS THE MOST APPROPRIATE PRODUCT OUT THE
SEVERAL ALTERNATIVES.

5. NEED RECOGNITION
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6. NEED RECOGNITION
• THE FIRST STEP OF THE CONSUMER DECISION-MAKING PROCESS IS
RECOGNIZING THE NEED FOR A SERVICE OR PRODUCT. RECOGNITION IS DRIVEN
BY BOTH INTERNAL AND EXTERNAL STIMULI.
• THE THING WHICH MOTIVATES YOU FOR THE PURCHASE..

7. INFORMATION SEARCH
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CC BY-SA

8. INFORMATION SEARCH
• INFORMATION IS NOT ONLY GATHERED ABOUT STUFF AND ON THINGS BUT
FROM PEOPLE VIA RECOMMENDATIONS AND THROUGH PREVIOUS EXPERIENCES
WE MAY HAVE HAD WITH VARIOUS PRODUCTS.
• IN THIS STAGE A CUSTOMER IS BEGINNING TO THINK ABOUT RISK
MANAGEMENT.
• PEOPLE OFTEN DON’T WANT TO REGRET MAKING A DECISION SO EXTRA TIME
BEING PUT INTO MANAGING RISK MAY BE WORTH IT.

9. ALTERNATIVES EVALUATION
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This Photo by Unknown Author is licensed under CC BY-SA-NC

10. ALTERNATIVES EVALUATION
• THE NEXT STEP IS TO EVALUATE THE VARIOUS ALTERNATIVES AVAILABLE IN THE
MARKET. AN INDIVIDUAL AFTER GATHERING RELEVANT INFORMATION TRIES TO
CHOOSE THE BEST OPTION AVAILABLE AS PER HIS NEED, TASTE AND POCKET.
• ALTERNATIVES MAY PRESENT THEMSELVES IN THE FORM OF LOWER PRICES,
ADDITIONAL PRODUCT BENEFITS, PRODUCT AVAILABILITY, OR SOMETHING AS
PERSONAL AS COLOR OR STYLE OPTIONS.
• THAT YOUR PRODUCT IS SUPERIOR TO OTHER ALTERNATIVES.

11. PURCHASE DECISION

12. PURCHASE DECISION
• WHEN THE CUSTOMER BELIEVES THAT A PRODUCT OR
SERVICE OFFERS THE BEST SOLUTION TO HIS NEED OR
PROBLEM, HE MAKES THE ACTUAL PURCHASE. THIS
INCLUDES MAKING A PRODUCT CHOICE, CHOOSING A
BRAND, A DEALER AND DECIDING THE AMOUNT AND
TIME OF PURCHASE

13. POST PURCHASE EVALUATION
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under CC BY-NC-ND

14. POST PURCHASE EVALUATION
A PERSON SEEKS REASSURANCE AFTER MAKING A PURCHASE. A PURCHASE
GENERALLY HAS THE FOLLOWING THREE OUTCOMES:
• ACTUAL PERFORMANCE IS EQUAL TO EXPECTED PERFORMANCE –
• ACTUAL PERFORMANCE IS LESS THAN EXPECTED PERFORMANCE –
• ACTUAL PERFORMANCE IS MORE THAN EXPECTED PERFORMANCE –

15. LEVELS OF CONSUMER DECISION MAKING
• EXTENSIVE PROBLEM SOLVING – CONSUMERS ARE HIGHLY INVOLVED IN THE
PRODUCT AND CRITICALLY EVALUATE THE PRODUCT ON THE BASIS OF
ESTABLISHED PRODUCT CRITERIA THAT WILL FULFILL HIS/HER NEED.
• LIMITED PROBLEM SOLVING – CONSUMER CONDUCTS A GENERAL SEARCH FOR A
PRODUCT THAT WILL SATISFY HIS/HER BASIC PRODUCT CRITERIA FROM A
SELECTED GROUP OF BRANDS.
• ROUTINE RESPONSE BEHAVIOR – THE CONSUMER HAS VERY LOW INVOLVEMENT
IN THE PRODUCT AND HE SELECTS ANY PRODUCT OR BRAND THAT FULFILLS
THE BASIC NEED.