This PowerPoint covers the process in which consumers make buying decisions. It will also break down market mix, psychological factors, social factors, and situational factor that influences the consumer.

1. Factors that
Influence a
Consumer Decision
Process
By: Christina Schulze

2. The consumer decision process can be
broken down into several categories:
Psychological
Factors
Social Factors
Situational
Factors
Marketing Mix

3. Psychological Factors
-Motives-
-Attitudes-
-Perceptions-
-Learning and Memory-
-Lifestyles-

4. Motives
Learning and
Memory
Self-
actualization
Esteem
Love
Safety
Physiological
A motive is a need or want
that is strong enough to
cause the person to seek
satisfaction
<-Maslow’s hierarchy of needs
explains several types of
motives and how people
work from bottom to
top to meet those need
Learning refers to a change in a person’s
thought process or behavior that arises
from experience and takes place
throughout the consumer decision
process
Memories consist of information that has
been acquired and stored in the brain, to
be available and utilised when needed.

5. Lifestyle
Attitude
Perception
An attitude is a person’s enduring
evaluation of his or her feelings about
and behavioral tendencies towards an
object or idea
Attitude consists of three components:
Cognitive component
Affective component
Behavioral component
Perception is the process by which we
select, organize, and interpret
information to form a meaningful
picture of the world.
Lifestyle refers to the way consumers
spend their time and money to live

6. Social Factors
-Family-
-Reference groups-
-Culture-

7. Reference Groups
Culture
Family
In some buying situations, a family will
consider the entire household, but in
other instances different members might
take on the purchasing role.
Culture is the shared meanings, beliefs,
morals, values and customs of a group
of people.
A reference group is one or more
persons whom an individual uses as
a basis for comparison regarding
beliefs, feelings, friends, coworkers,
or famous people the consumer
would like to emulate.

8. Situational Factors
-Purchasing Situation-
-Sensory Situation-
-Temporal State-

9. Temporal State
Purchase Situation
Customers may be predisposed to purchase
certain products or services because of some
underlying psychological trait or social factor,
but these factors may change in certain
purchasing situations.
Our state of mind at any particular time
can alter our preconceived notions of what
we are going to purchase.

10. Sensory Situation
Visual
Auditory
Taste
Olfactory
Tactile
First sense triggered in a
new setting. Visual sense
refer to the colors,
lighting, brightness, size,
shape and setup of a retail
space and the products
within it.
Retailers often rely on the
influences evoked through
auditory sense.
Background music in a
store generally increases
customers’ positive feelings
toward the store.
Sense of smell is another
essential component that
can positively influence
consumer behavior in retail
and services settings.
Sense of touch is the first one
that humans develop.
Marketers and retailers seek to
give consumers opportunities
to interact with the
merchandise in this innate way
encouraging shoppers to pick
up and feel the products.
Taste sense can be
influenced by marketers
and is of tantamount
importance in restaurants
and for food and
beverage retailers.

11. Marketing Mix
-Product-
-Price-
-Place-
-Promotion-

12. Promotion
Price
Place
Product
Creating value
Capturing Value
Delivering the Value Proposition
Communicating the Value Proposition

13. Conclusion
Every decision people make as
consumers will take them through
some form of the consumer
decision process. But, like life
itself, this process does not exist
in a vacuum.