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7/31/2019 Ppt of Buying Decision Process
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NEED AROUSAL,
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arousal. A need can be activated through internalor external stimuli. A need can also be arousedby an external stimulus such as sight of a newthing in a shop while purchasing other things.
There is two-fold significance of needarousal stage to a marketing man.First the marketer must identify the drive thatmight actually or potentially connect to the
product class or brand and make the buyer feelthat the product can satisfy the drive, he feels,
andIt also helps recognize that the need levels forthe product fluctuate over time and are triggeredby different cues. The marketer can arrange cues
to conform better to the natural rhythms and
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Triggered byinternal orexternal stimuli.
Internal stimulus-normal hunger,thirst etc
External stimulus
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Consumer information sources fall into 4groups
Personal sources: family, friends, neighborsetc
Commercial sources: advertisements,salespersons, dealers, packaging etc
Public source: mass media, consumer ratingorganizations
Experiential sources: Handling, examining,using the product.
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(iii) Evaluation behavior
Having collected the information, the consumer
clarify and evaluate the alternatives.There is, unfortunately no simple and singleevaluation process used by all consumers or
even by one consumer in all buying situations.The most current process of evaluation is to
judge the product largely on a conscious and
rational basis.
Various considerations form the part of judgmentsuch as product attributes, importance, weights,brand image, utility function for each attribute,
and attitude etc.
After evaluation of various alternatives, he takesthe decision to buy.
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Consumer evaluation process Try to satisfy a need
Looks for certain benefits fromthe product
Sees each product as a bundle of
attributes with varying abilitiesfor delivering the benefitssought to satisfy the need.
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Cameras-picture sharpness,speed, size, price
Hotels-location, cleanliness,
atmosphere, price Mouthwash- colour,
effectiveness, germ-killing
capacity, price, taste/flavour Tire-safety, tread life, ride
quality, price
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Redesigning (real repositioning)
Alter the belief about the brand(psychological repositioning)
Alter beliefs about the competitorsbrand (competitive repositioning)
Alter the importance of weights
Call attention to the neglectedattributes
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Unanticipatedsituational
factors
PurchaseIntention
Attitudes ofothers
Evaluation ofalternative
s
PurchaseDecision
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I. Attitude of others
The extend to which another personsattitude reduces ones preferredalternatives based on two things
1. Other persons negative attitude towards
the consumers preferred alternative2. Consumers motivation to comply with the
other persons wishes.
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Vendor decision(dealer)
A brand decisionQuantity decision
(how much/how many)
Payment method
decision(credit or cash)
Timing decision(when)
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Marketer should monitor..I. Post purchase satisfaction-
disappointed, satisfied, delight
II. Post purchase action-exitoption, voice option.
III. Post purchase use and
disposal-throw it away orresale.
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