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Week 2- CHAPTER 3

Week 2- CHAPTER 3. The Consumer Decision Process. A )The Consumer Decision Process. The CDP represents a road map of consumers’ minds that marketers and managers can use to help guide product mix, communications, and sales strategies. Consumer Decision Process Model. Need Recognition.

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Week 2- CHAPTER 3

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  1. Week 2- CHAPTER 3 The Consumer Decision Process

  2. A )The Consumer Decision Process The CDP represents a road map of consumers’ minds that marketers and managers can use to help guide product mix, communications, and sales strategies

  3. Consumer Decision Process Model Need Recognition Search for Information Pre-purchase Evaluation of Alternatives Purchase Consumption Post-consumption Evaluation Divestment

  4. 1) Need / Problem Recognition Environmental Influences - Culture - Social Class - Personal Influence - Family - Situation MEMORY Need Recognition Individual Differences - Consumer Resources - Motivation - Knowledge - Attitudes - Personality, Values, and Lifestyle

  5. 2) Search for Information Need Recognition Environmental Influences Internal Search Search Individual Differences MEMORY External Search Family, peers, marketplace

  6. Search: Sources of Information

  7. Information Processing Exposure M EMORY Stimuli: - Marketer Dominated - Nonmarketer Dominated Attention Comprehension Acceptance Retention

  8. Ad that creates a brand image

  9. 3) CDP Model Need Recognition Internal Search Search Environ- mental Influences Pre-purchase Evaluation of Alternatives Exposure Attention MEMORY Stimuli Individual Differences Comprehension Acceptance Retention

  10. Pre-purchase Evaluation of Alternatives based on: Salient/ important attributes such as price and reliability are important to the consumer Determinant attributes such as a car’s style and finish usually determine which brand or store consumers choose

  11. 4) CDP Model Need Recognition Internal Search Search Environ- mental Influences Pre-purchase Evaluation of Alternatives Exposure Attention MEMORY Stimuli Purchase Individual Differences Comprehension Acceptance Retention

  12. 5) CDP Model Need Recognition Internal Search Search Environ- mental Influences Pre-purchase Evaluation of Alternatives Exposure Attention MEMORY Stimuli Purchase Individual Differences Comprehension Consumption Acceptance Retention

  13. 6) CDP Model Need Recognition Internal Search Search Environ- mental Influences Pre-purchase Evaluation of Alternatives Exposure Attention MEMORY Stimuli Purchase Individual Differences Comprehension Consumption Acceptance Retention Post-consumption Evaluation External Search Dissatisfaction Satisfaction

  14. Post-Consumption Evaluation Cognitive dissonance: questioning the purchase decision (post-purchase regret) Usually, the higher the price, the higher the level of cognitive dissonance Emotion strongly affects the evaluation of a product or transaction

  15. 7) Consumer Decision Process Model Need Recognition Search for Information Pre-purchase Evaluation of Alternatives Purchase Consumption Post-consumption Evaluation Divestment

  16. Divestment How consumers dispose of the packaging or product after use Options include: Disposal Remarketing or reselling Recycling

  17. B) Variables Shaping the Decision Process Individual Differences: • Demographics, psychographics, values, and personality • Consumer resources- money, time, info reception • Motivation • Knowledge • Attitudes

  18. Variables Shaping the Decision Process Environmental Differences: • Culture • Social Class • Family • Personal Influence – affected with people closely associate • Situation behaviors

  19. Variables Shaping the Decision Process Psychological Processes Influencing Consumer Behavior • Information processing – how people digest information • Learning – how people learn? • Attitude and behavior change - how people able to change

  20. c) Types of Decision Processes 1

  21. Types of Decision Processes Initial Purchase 2 Extended Problem Solving (EPS): Often occurs with expensive items or can be fueled by doubts and fears Importance in making the “right choice” All seven consumer decision making stages are often activated Dissatisfaction is often vocal

  22. Types of Decision Processes Initial Purchase Limited Problem Solving (LPS): Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase Need recognition leads to buying action; extensive search and evaluation often avoided as the purchase is not of great importance

  23. Types of Decision Processes 4 Repeat Purchases • Repeated Problem Solving • Habitual Decision Making • Impulse Buying • Variety Seeking • Consumers may be satisfied with the present brand but still engage in brand switching • Can be triggered because bored with current brand or because of special offer 5 6

  24. D) Factors Influencing Problem Solving Extent Degree of Involvement (High-Low) Personal Factors (high if effect self-image, health, beauty, or physical condition) Product Factors (high if perceived risk in purchasing and using a particular brand or product) Situational Factors (is the product purchased for personal use or as a gift?)

  25. Factors Influencing Problem Solving Extent Perceptions of differences among alternatives

  26. Buying a dream car is a high involvement purchase Fin

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