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Unit - II
Consumer Decision ProcessConsumer Decision Making Unit 2
2
Consumer Decision ProcessModel - Stages - Factor influencing CDPPre-purchase process
Need recognition:- Its importance - factors triggering need recognition
Information Search:- internal vs external search - its importance – amount of search
Determining alternatives:- constructing the consideration set - Evaluation of alternatives - pre-existing vs new evaluator - Process involved in constructing evaluations - Compensatory vs non-compensatory evaluation strategies
Overview of Unit 2
Dr.CD, KSM
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2006 saw the launch of Fair And Lovely’s brand extension Menz Active in the Indian market. Menz Active is HLL’s reply to the much hyped and much discussed launch of Fair And Handsome by Emami Limited.
In 2005 Emami launched India’s first fairness cream for men. Indian fairness cream market is worth around Rs 1000 crores. But why fairness cream for men? Research suggests that 28 % of all fairness cream users are men. That makes sense for a serious brand in that segment isn’t it?
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CDB Model
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Need recognition
Information Search
Pre-purchase evaluation of alternatives
Purchase Intention / Purchase
Consumption
Post-consumption evaluation
Divestment
Consumer Decision Process Model
Dr.CD, KSM
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CDB Stages
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Stage 1: Need Recognition
Need Recognition
Memory
Individual Influences
Environmental
Influences
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Need Recognition
Individual Influences
Environmental
Influences
Search
Internal Search
External Search
Memory
Stage 2: Search for information
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Stage 2a: Internal SearchExposure
Attention
Comprehension
Acceptance
Retention
Stimuli-Marketer dominated-Non-marketer dominated
Memory
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Stage 3: Pre-prurchase evaluation
Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli-Marketer dominated-Non-marketer dominated
Memory
External Search
Need Recognition
Individual Influences
Environmental Influences
SearchIntern
al Search
Pre-purchase
evaluation of alternatives
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Stage 4: PurchaseExposure
Attention
Comprehension
Acceptance
Retention
Stimuli-Marketer dominated-Non-marketer dominated
Memory
External Search
Need Recognition
Individual Influences
Environmental Influences
SearchIntern
al Search
Pre-purchase
evaluation of alternatives
Purchase
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Stage 5: Consumption
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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli-Marketer dominated-Non-marketer dominated
Memory
External Search
Need Recognition
Individual Influences
Environmental Influences
SearchIntern
al Search
Pre-purchase
evaluation of alternatives
Purchase
Consumption
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Stage 6: Post-Consumption
Dr.CD, KSM
Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli-Marketer dominated-Non-marketer dominated
Memory
External Search
Need Recognition
Individual Influences
Environmental Influences
SearchIntern
al Search
Pre-purchase evaluation of alternatives
Purchase
Consumption
Post -Consumption
Dissatisfaction Satisfaction
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Stage 7: Divestment
Dr.CD, KSM
Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli-Marketer dominated-Non-marketer dominated
Memory
External Search
Need Recognition
Individual Influences
Environmental Influences
SearchIntern
al Search
Pre-purchase evaluation of alternatives
Purchase
Consumption
Post -Consumption
Dissatisfaction Satisfaction
Divestment
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Factors influencing CDB
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Individual differences
•Demographics, Psychographics, Values and Personality •Consumer resources•Knowledge•Attitudes
Environmental Influences•Culture •Social Class•Family•Personal Influence•Situation
Psychological Influences
•Motivation•perception•Learning •Attitude and Behavior change
Dr.CD, KSM
Factors that shape Decision Process
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