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Consumer decision process
5 Stage model of decision process
Problem Recognition
The buying process starts when the buyer recognizes a problem or need, triggered by internal or external stimuli.
Maslow's hierarchy of needs
Internal stimuli
WantNeed
External stimuliMotivation
I should watch this
Information search
Information sources
Personal
Commercial
Public
Experimental
By gathering information, the consumer learns about competing brands and their features
Evaluation of Alternatives
Choose with highest perceived value
Evaluation of Alternatives
Satisfy a need
Each product abilities for delivering the benefits
Purchase decisionIn the evaluation stage, the consumer forms preferences among the brands1
23
4
Sub decisions
Brand Dealer Quantity
Time Payment method
HeuristicNon compensatory models
Post purchase behavior-satisfaction
Delighted Satisfied Disappointed
Post purchase behavior-action
+ve word of mouth -ve word of mouth
Go buy it Never Never buy it
Post purchase behavior-disposal
SummaryThe typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior
CreditKOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)