16-1

Consumer Decision Making Process

16-2

Factors influencing the customer’s decision making process

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Models of Consumers: Four Views of Consumer Decision Making

• An Economic View• A Passive View• A Cognitive View• An Emotional View

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A Model of Consumer Decision Making

INPUT

PROCESS

OUTPUT

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Figure 16.2 A Simple Model of Consumer Decision Making

Firm’s Marketing Efforts1. Product2. Promotion3. Price4. Channels of distribution

Sociocultural Environment1.Family2.Other noncommercial sources3.Social class4.Subculture and culture

Need Recognition

Prepurchase Search

Evaluation of Alternatives

Psychological Field1. Motivation2. Perception3. Learning4. Personality5. Attitudes

Experience

Purchase1. Trial2. Repeat purchase

Postpurchase EvaluationOutput

Process

Input

External Influences

Consumer Decision Making

Postdecision Behavior

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Consumer Decision Making

ChoiceAlternativeEvaluation

SearchNeed

RecognitionPost-Purchase

Evaluation

• Consumer-side

• Marketer-side

Action Desire Interest Awareness

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Need Need RecognitionRecognition

The realization by the consumer that there is a

difference between “what is” and “what should be.”

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Prepurchase Prepurchase SearchSearch

A stage in the consumer decision-making process in

which the consumer perceives a need and

actively seeks out information concerning products that will help

satisfy that need.

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Pre-purchase search

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Evaluating Alternatives

Determine criteria to be used for evaluation of products

Assess the relative importance of the each criteria

Evaluate each alternative based on the

identified criteria

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Evaluating Alternatives

• Criteria for the purchase of a car:– Space – Reliability – Safety– Longevity– Handling – Styling

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Evaluating Alternatives

• Assessing Importance: ei

– Space 5– Reliability 4– Safety 4– Longevity 3– Handling 3– Styling 2* Importance: 5=Most Important, 1=Least Important

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Evaluating Alternatives

• Beliefs Regarding Product Performance:

Product Evaluation: 4=Excellent, 3=Very Good, 2=Good, 1=Fair

bi’s

Importance

ei

ToyotaSienna

SubaruOutback

Volvo Cross

Country

Space 5 4 2 4

Reliability

4 3 4 3

Safety 4 3 3 4

Longevity

3 2 4 4

Handling 3 1 4 2

Styling 2 2 4 3

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Cont…

• Product choice.

• Decision to buy the product/purchase decision.

• Post-purchase Evaluation

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Outcomes of Postpurchase Evaluation

• Actual Performance Matches Expectations

• Actual Performance Exceeds Expectations– Positive Disconfirmation of Expectations

• Performance is Below Expectations– Negative Disconfirmation of Expectations

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Types of Purchases

TrialPurchases

Repeat Purchases

Long-TermCommitment

Purchases

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Figure 16.5 A Simple Model of Consumption

Choice or Purchase DecisionChoice or Purchase Decision

Consumption SetAdded to one’s assortment or portfolio

Consuming StyleHow the individual fulfills his or her

consumption requirements

Using, Possessing, Collecting, Disposing

Consuming and Possessing Things and ExperiencesConsuming and Possessing Things and Experiences

Altered consumer satisfaction, change in lifestyle and/or quality of life, learning and knowledge, expressing and

entertaining oneself

Feelings, Moods, Attitudes, BehaviorFeelings, Moods, Attitudes, Behavior

Input

Process ofConsuming

andPossessing

Output