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Copy of Copy of Consumer Decision-Making Process

From problem to purchase

Shuang Li

on 10 June 2013

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Transcript of Copy of Copy of Consumer Decision-Making Process

The Consumer Decision-Making Process From problem to purchase The Nature of Information Search Evaluation of Alternatives Sources of Problem Recognition 1. Out of Stock internal Evoked Set of Brands Consumer Decision Making Process 4. Dissatisfaction 3. Marketer-induced 2. New Needs and wants 5. Related Products/Purchases 6. New Products external brands experience memory alternatives Market-controlled sources Public sources Friends personal
experience Purchase Decision Post-Purchase Evaluation Satisfied Customers Dissatisfied Customers A multifaceted process that ranges from automatic to highly structured problem solving. The Traditional Model of Consumer Decision Making The nature of problem recognition Problem recognition takes place when people facing significant difference between what they have and what they want The Nature of Problem Recognition Needs Wants Opportunity Needs: Actual state fall below their desired states Consumers real conditions decline, while desired stays the same Motive: Internal drives that push people to resolve problem Cognitive Dissonance Wants: Consumers’ ideal states rise above their actual state
Occur when People increase in desired state, while actual stays the same Types of Consumer Decisions People are motived to purchase products that produce benefits beyond desired state * Brand Laziness * Brand Loyalty * Variety Seeking * Problem Solving Brand Laziness: Low involvement and low information process Brand Loyalty: Opportunity : When a consumer's ideal and actual state simultaneously move in opposite directions Low information process but high involvement Variety Seeking: High information process but low involvement Problem Solving: Both high levels of information process and involvement Shuang Li & Yuqiao Ma An Exhibition Hall Consumer Uncertainty *Incomplete information Maslow's Hierarchy of Needs *Measurement error *Obsolete information Incomplete information Measurement error Obsolete information noncompensatory decision rules
& compensatory decision rules. Example 1: Example 2: Physiological needs Safety Needs Social Needs Esteem Needs Self-actualization Needs Ongoing Search Gathering of information independent of problem solving Prepurchase Search: information gathered for the consumption problem at hand Influences on Information Search Consumer involvement Marketing conditions Individual differences Situational influences Enduring Involvement Situational Involvement VS
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