This document discusses the consumer decision making process, which consists of 5 key stages: 1) problem recognition where the consumer identifies a need or want, 2) information search to research options, 3) evaluation of alternatives where consumers compare brands and features, 4) purchase decision on specific details of the purchase, and 5) post-purchase behavior where the consumer evaluates if the purchase met their expectations which determines satisfaction.

1. MGT 2306
MARKETING MANAGEMENT
Lesson 3B

2. LESSON 3B OBJECTIVES
• Explain what is a consumer decision making
process
• Identify & describe the key steps in a consumer
decision making process

3. WHAT IS A CONSUMER DECISION
MAKING PROCESS?
• It is the a series of
steps undertaken by
consumers in regard
to a potential market
transaction before,
during, and after the
purchase of a product
or service.

4. 5 STAGES IN THE CONSUMER
DECISION MAKING PROCESS
• Problem recognition
• Information Search
• Evaluation of
alternatives
• Purchase decision
• Post-purchase
behavior

5. 1- PROBLEM RECOGNITION
User recognizes that a problem has
appeared.
• Need/want something new?
• Spoilt/Finished – need/want to buy
again?
• Need to reorder?
• Same item or new item?

6. 2- INFORMATION SEARCH
Where/How/What to buy. Likely
sources of Information Personal
sources—family and friends
• Commercial sources—
advertising, Internet
• Public sources—mass
media, consumer
organizations
• Experiential sources—
handling, examining, using
the product

7. EVALUATION OF
ALTERNATIVES
Making a comparison of products found:-
• How many brands/types of product that a
available to solve the problem at hand?
• Compare the features, price and advantages of
each product
• Which offers more benefit (value) to the
consumer?

8. PURCHASE DECISION
The consumer makes a decision to purchase,
but not IMMEDIATELY
- which brand of product?
- purchase from where?
- how to pay for it?
- who to buy it for you?
- when to purchase it?

9. POST-PURCHASE DECISION
• Did the product and purchase
experience meet or exceed
expectations?
• Postpurchase decision refers to all
behavior, positive and negative,
that is generated from the
purchase.
• The outcome of the evaluation is
either satisfaction or
dissatisfaction.