Consumer decision making 1

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Consumer Decision Making 1 Basic Model Annaji Sarma

Transcript of Consumer decision making 1

Page 1: Consumer decision making 1

Consumer Decision Making 1Basic Model

Annaji Sarma

Page 2: Consumer decision making 1

Brand evaluation. It takes place at the same time as information processing. The consumer will establish certain criteria, and each brand is judged on the criteria.

Purchase. After evaluation, the consumer will purchase the product in accordance to the criteria.

Postpurchase evaluation. After purchasing, the consumer will evaluate the brand’s performance.

NEED AROUSAL

CONSUMER INFORMATION PROCESSING

BRANDEVALUATIONPURCHASEPOSTPURCHASEEV

ALUATION

Feedback

Figure2.2 A Basic Model of Complex Decision Making

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NEED AROUSAL

Part 2 Consumer Decision Making

INPUT VARIABLES

INTERNALConsumer’s Past ExperiencesConsumer CharacteristicsDemographicsLife-stylePersonalityConsumer Motivations

EXTERNALEnvironmental InfluencesFace-to-face groupsSituational determinantsSocial classCultureMarketing StimuliProductPricePromotionStore

CONSUMER’S PSYCHOLOGICAL SET

STIMULUSEXPOSURE

NEEDRECOGNITION(initiation of decision making)

Tension State

Need Criteria

Brand Attitudes

Beliefs about the brands

Brands evaluation

Tendency to act

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