This is my marketing PowerPoint that explains consumer behavior in marketing!

1. Consumer Behavior
AssignmentforCharlesRichardson
IntrotoMarketing
Joseph Merkel Presents

2. Why does it matter?
By understanding how consumers think, feel, and decide, a business can
get insight into their customers’ mind and can therefore better market
their product or service!

3. What is Consumer Behavior?
According to Omniconvert.com…
“Consumer behavior observes how people choose, use, and discard products and
services, encompassing their emotional, cognitive, and behavioral reactions.”1
There are five crucial steps that encompass the consumer decision process…

4. The Consumer Decision Process
1
• Need Recognition
2
• Information Search
3
• Alternative Evaluation

5. The Consumer Decision Process
4
• Purchase and
Consumption
5
• Post-purchase

6. The Consumer Decision Process in Action
The consumer decision
process begins when
people have an unmet
need and they want to get
from their current, needy
state to a future, satisfied
state.
The second step in the
consumer decision process is
a search for information. This
search for information
happens in two ways:
(1) Internal search (the buyer
examines their past
experiences with a product of
service) and
(2) external search (the buyer
seeks knowledge outside of
their personal experience).
Once a buyer has explored
all possible options and has
plenty of information on
those different options,
they must evaluate all the
various products to see
which is best for them.
Need Recognition Information Search Alternative Evaluation

7. The Consumer Decision Process in Action
After all alternative
products have been
considered and a
choice has been made,
this step is where the
consumer spends their
money on that product.
Post-purchase behavior
is what the consumer
does after the purchase
and consumption of
the product. This step is
where customer
satisfaction and brand
loyalty occur, as well as
dissatisfaction and
unrest from the buyer.
Purchase and
Consumption
Post-purchase

8. Factors That Influence the Consumer
Decision Process
But wait… There’s more!
There are four main factors that can influence the decision process for a consumer.
Those factors are:
(1) Phycological factors
(2) Social Factors
(3) Situational Factors
(4) Marketing Mix

9. Factors That Influence the Consumer
Decision Process
2 Photo Credit: Marketing, Grewal & Levy, 8th edition, McGraw-Hill

10. Thanks!
Contact me with any questions
joseph.merkel@Sinclair.edu

11. CREDITS: This presentation template was created by Slidesgo, and
includes icons by Flaticon, and infographics & images by Freepik
Works Cited
1 Radu, Valentin. “Consumer Behavior in Marketing: Patterns, Types,
Segmentation.” Omniconvert Ecommerce Growth Blog, 2 Feb. 2024,
www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-
segmentation/.
2 Grewal, and Levy. “Consumer Behavior.” Marketing, 8th ed., McGraw-Hill, New York, NY,
2024, pp. 183–213, https://www.mheducation.com. Accessed 2024.