Lesson 5-The Consumer Decision Making Process

• Buying motives


  Provoked need, urge, or desire that commences the succession of events that may motivate a buyer to purchase something
• Consumer's buying motives


  • Need
  • Health benefits
  • Curiosity
  • Admiration
  • Fashion
  • Comfort and convenience
  • Pride/Prestige
• Rational buying motives


  Inspires the prospective buyer to make a purchase based on one's purpose and perceptiveness
• Rational buying motives


  • Reason
  • Judgement
  • Logic
• Rational motives


  • Price
  • Quality
  • Necessity
  • Reliability
  • Low maintenance
  • Durability
  • Simplicity
  • Uncomplicatedness
  • Safety
  • Economical
• Emotional buying motives


  Stimulates an individual to make a purchase as a result of an appeal to some sentiment or passion or urge
• Emotional motives


  • Amusement
  • Looks/Appearance
  • Social approval
  • Pleasure
  • Recognition
  • Pastime/Leisure
  • Affection
• Patronage buying motives


  Investigates the buyer to purchase a product from one particular shop rather than another or from choosing one brand over the other
• Patronage motives


  • Ambiance
  • Location
  • Customer service
  • Product/Service quality
  • Product/Service assortment
• Buying roles


  • Initiator
  • Influencer
  • Decider
  • Buyer
  • User
• Consumer decision making process

  1. Problem recognition

  2. Information search

  3. Evaluation of alternatives

  4. Purchase decision

  5. Post-purchase evaluation
• Problem recognition

  The state where an individual perceives a need
• Reasons for problem recognition

  • Running out of product
  • Dissatisfaction
  • New product/New needs and wants/Related products
  • Market-induced recognition
• Information search


  Seeking value - the deliberate attempt to gain knowledge before making any big decisions to purchase something
• Types of information search

  • Internal
  • External
• Determinants of external search

  • Situational
  • Consumer
  • Product
  • Retail
• Evoked set


  A specific group or set of brands, products, or services that a consumer considers when making a purchasing decision within a particular product category
• Evaluation of alternatives


  Occurs either separately or in conjunction with information search
• Evaluation of products


  • Analyze product attributes
  • Use cut-off criteria
  • Rank attributes by importance
• Purchase decision


  Determines which attributes are most important in influencing a customer's choice
• Types of purchase decision

  • Trial purchase
  • Repeat purchase
  • Long-term commitment purchases
• Post-purchase behavior

  The stage where the consumer reacts and evaluates the commodity purchased, leading to satisfaction or dissatisfaction
• Outcomes of post-purchase behavior

  • Actual performance equals or matches expectations (neutral feeling, may lead to repurchase)
  • Actual performance greater than or exceeds expectations (positive feeling, leads to consumer loyalty)
  • Actual performance less than or below expectations (negative feeling, leads to rejection)