consumer decision model process

1. 16-1

2. 16-2
Levels of Consumer Decision
Making
Extensive Problem
Solving
Limited Problem
Solving
Routine Response
Behavior

3. 16-3
Extensive
Problem
Solving
A search by the consumer to
establish the necessary
product criteria to evaluate
knowledgeably the most
suitable product to fulfill a
need.

4. 16-4
Limited
Problem
Solving
A limited search by a
consumer for a product that
will satisfy his or her basic
criteria from among a
selected group of brands.

5. 16-5
Models of Consumers: Four Views
of Consumer Decision Making
• An Economic View
• A Passive View
• A Cognitive View
• An Emotional View

6. 16-6
The Economic view
Rational Customers Have To
…
• Be aware of all available
product alternatives
• Be capable of correctly
ranking each alternative in
terms of its benefits and
disadvantages

7. 16-7
Why is the Classical Economic
Model Considered Unrealistic?
• People are limited by
their existing skills,
habits, and reflexes
• People are limited by
their existing values and
goals

8. 16-8
Models of Consumers: Four
Views of Consumer Decision
Making
• A Passive View
• A Cognitive View
• An Emotional View - Mood

9. 16-9
A Model of Consumer Decision
Making
INPUT
PROCESS
OUTPUT

10. 16-10
Figure 16.2 A Simple Model of Consumer Decision Making
Firm’s Marketing Efforts
1. Product
2. Promotion
3. Price
4. Channels of distribution
Sociocultural Environment
1. Family
2. Informal sources
3. Other noncommercial sources
4. Social class
5. Subculture and culture
Need Recognition
Prepurchase Search
Evaluation of Alternatives
Psychological Field
1. Motivation
2. Perception
3. Learning
4. Personality
5. Attitudes
Experience
Purchase
1. Trial
2. Repeat purchase
Postpurchase Evaluation
Output
Process
Input
External Influences
Consumer Decision Making
Postdecision Behavior

11. 16-11
Three Stages of Consumer
Decision Making
• Need Recognition
• Prepurchase Search
• Evaluation of Alternatives

12. 16-12
Need
Recognition
The realization by the
consumer that there is a
difference between “what is”
and “what should be.”

13. 16-13
Prepurchase
Search
A stage in the consumer
decision-making process in
which the consumer
perceives a need and actively
seeks out information
concerning products that will
help satisfy that need.

14. 16-14
A stage in the consumer
decision-making process in
which the consumer
appraises the benefits to be
derived from each of the
product alternatives being
considered.

15. 16-15
Issues in Alternative Evaluation
• Evoked Set
• Criteria Used for Evaluating Brands
• Consumer Decision Rules
• Lifestyles as a Consumer Decision Strategy
• Incomplete Information and
Noncomparable Alternatives
• Series of Decisions
• Decision Rules and Marketing Strategy
• Consumption Vision

16. 16-16
Figure 16.3 The Evoked Set as a Subset
of All Brands in a Product Class
All
Brands
Known
Brands
Unknown
Brands
Overlooked
Brands
Indifferent
Brands
Unacceptable
Brands
Acceptable
Brands
Not Purchased
Brands
Purchased
Brands
Evoked Set Inept Set Inert Set
(1)
(2) (3) (4)
(5)

17. 16-17
Issues in Alternative Evaluation
• Evoked Set
• Criteria Used for Evaluating Brands
• Consumer Decision Rules
• Lifestyles as a Consumer Decision Strategy
• Incomplete Information and
Noncomparable Alternatives
• Series of Decisions
• Decision Rules and Marketing Strategy
• Consumption Vision

18. 16-18
Consumer Decision Rules
• Compensatory
• Noncompensatory
– Conjunctive Decision Rule
– Disjunctive Decision Rule
– Lexicographic Rule

19. 16-19
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.

20. 16-20
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.

21. 16-21
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.

22. 16-22
Disjunctive
Rule
A noncompensatory
decision rule in which
consumers establish a
minimally acceptable
cutoff point for each
relevant product
attribute.

23. 16-23
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.

24. 16-24
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.

25. 16-25
Figure 16.5 A Simple Model of Consumption
Choice or Purchase Decision
Consumption Set
Added to one’s assortment or portfolio
Consuming Style
How the individual fulfills his or her
consumption requirements
Using, Possessing, Collecting, Disposing
Consuming and Possessing Things and Experiences
Altered consumer satisfaction, change in lifestyle and/or
quality of life, learning and knowledge, expressing and
entertaining oneself
Feelings, Moods, Attitudes, Behavior
Input
Process of
Consuming
and
Possessing
Output

26. 16-26