The document discusses the consumer decision process for services, which involves three stages: pre-purchase, consumption, and post-purchase. In the pre-purchase stage, consumers are exposed to commercial, social, and physical cues that create problem awareness and lead to an internal or external information search to evaluate alternatives.

1. By sujith
Consumer decision process

2. CONSUMER DECISION PROCESS
IN
SERVICES
In current scenario, marketers are required to
understand consumers and to build
consumers organization around them. Hence,
today it is more important than ever to
understand consumers, how they choose
among alternative services offered to them,
and how they evaluate services once they
have received them.

3. “The consumers mind is still closed
to us; it is a ‘black box’ that
remains sealed. We can observe
inputs to the box and the decisions
made as a result, butr we can
never know how the act of
processing input (information)truly
happens”.

4. The Concept
• The decision making process undertaken by
consumers in regard to a potential market
transaction before, during and after the
purchase of a product or service

5. Stages involved in Consumer Decision
Process
There are three stages in consumer decision
process:
Pre purchase
Consumption
Post purchase

6. PREPURCHASE STAGE

7. STIMULAS
• Commercial cues
• Social cues
• Physical cues

8. PROBLEM AWERNESS
• Shortage
• Unfulfilled desire

9. INFORMATION SEARCH
• Internal
• External

10. EVALUATION OF ALTERNATIVES