Advertising Effectiveness on Consumer Decision Making & Decision ...
Consumer decision making process.
17
16-1 Consumer Decision Making Process
-
Upload
amathulmubeen -
Category
Marketing
-
view
1.382 -
download
2
description
Consumer decision making proces
Transcript of Consumer decision making process.
16-1
Consumer Decision Making Process
16-2
Factors influencing the customer’s decision making process
16-3
Models of Consumers: Four Views of Consumer Decision Making
• An Economic View• A Passive View• A Cognitive View• An Emotional View
16-4
A Model of Consumer Decision Making
INPUT
PROCESS
OUTPUT
16-5
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
16-6
Consumer Decision Making
ChoiceAlternativeEvaluation
SearchNeed
RecognitionPost-Purchase
Evaluation
• Consumer-side
• Marketer-side
Action Desire Interest Awareness
16-7
Need Need RecognitionRecognition
The realization by the consumer that there is a
difference between “what is” and “what should be.”
16-8
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.
16-9
Pre-purchase search
16-10
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
16-11
Evaluating Alternatives
• Criteria for the purchase of a car:– Space – Reliability – Safety– Longevity– Handling – Styling
16-12
Evaluating Alternatives
• Assessing Importance: ei
– Space 5– Reliability 4– Safety 4– Longevity 3– Handling 3– Styling 2* Importance: 5=Most Important, 1=Least Important
16-13
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
16-14
Cont…
• Product choice.
• Decision to buy the product/purchase decision.
• Post-purchase Evaluation
16-15
Outcomes of Postpurchase Evaluation
• Actual Performance Matches Expectations
• Actual Performance Exceeds Expectations– Positive Disconfirmation of Expectations
• Performance is Below Expectations– Negative Disconfirmation of Expectations
16-16
Types of Purchases
TrialPurchases
Repeat Purchases
Long-TermCommitment
Purchases
16-17
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
