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Understanding the Consumer Decision Process: From Problem Recognition to Purchase and Beyond

This comprehensive overview explores the consumer decision-making process, including stages such as problem recognition, information search, alternatives evaluation, purchase, and post-purchase. It differentiates between low and high purchase involvement, highlighting decision-making types: nominal, limited, and extended. We delve into factors influencing consumer behavior, including individual emotions, social status, and available products. Understanding how consumers evaluate their desired state versus actual state is crucial for effective marketing strategies. Leverage insights from surveys and focus groups to enhance problem recognition and shape consumer choices.

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Understanding the Consumer Decision Process: From Problem Recognition to Purchase and Beyond

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Presentation Transcript

  1. Consumer Decision Process-A Generic Model Problem Recognition Information Search Alternatives Evaluation Purchase Post-purchase Use and Reevaluation

  2. Low-purchase involvement High-purchase involvement Nominal decision making Limited decision making Extended decision making Problem recognitionSelective Problem recognitionGeneric Problem recognitionGeneric Information searchLimited internal Information searchInternalLimited external Information searchInternalExternal Alternative evaluationFew attributesSimple decision rules Few alternatives Alternative evaluationMany attributesComplex decision rules Many alternatives Purchase Purchase Purchase PostpurchaseNo dissonanceVery limited evaluation PostpurchaseNo dissonanceLimited evaluation PostpurchaseDissonanceComplex evaluation Involvement and Types of Decision Making

  3. Desired consumer lifestyle The way the consumer would like to live and feel Current situation Temporary factors affecting the consumer Desired state The condition the consumer would like to be in at this point in time Actual state The condition the consumer perceives himself or herself to be in at this point in time Nature of discrepancy Difference between the consumer’s desired and perceived conditions No difference Desired state exceeds actual state Actual state exceeds desired state Satisfaction Problem recognizedSearch decision initiated The Process of Problem Recognition

  4. Past decisions Normal depletion Product/brand performance Individual development Emotions Government/consumer groups Availability of products Situation Culture/subculture Social status Reference group Household characteristics Financial status/expectations Previous decisions Individual development Emotions Motives Situation Less than Equal to Greater than DesiredState ActualState Nonmarketing Factors Affecting Problem Recognition

  5. Measuring Consumer Problems Survey, Focus Groups, and Observational studies (A food product firm)

  6. Marketing Strategy and Problem Recognition • Generic problem recognition • Selective problem recognition • Activating problem recognition • Suppressing problem recognition

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