Send the link below via email or IMCopy
Present to your audienceStart remote presentation
- Invited audience members will follow you as you navigate and present
- People invited to a presentation do not need a Prezi account
- This link expires 10 minutes after you close the presentation
- A maximum of 30 users can follow your presentation
- Learn more about this feature in our knowledge base article
Do you really want to delete this prezi?
Neither you, nor the coeditors you shared it with will be able to recover it again.
Make your likes visible on Facebook?
Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.
Copy of Copy of Consumer Decision-Making Process
Transcript of Copy of Copy of Consumer Decision-Making Process
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