Consumer

Behaviour

CB CL- 8 | KIAMS-H | 2022 A publication of

Dr. Rajesh K Satpathy

: : Consumer Decision Making Process: :

Strategies of Applying
Consumer Decision Making
 Consumer Decision-making Process

The consumers’ decision-

making is a choice between
various alternatives; it
addresses problematic issues
such as…

▪ What to buy,
▪ Where to buy,
▪ When to buy,
▪ How to buy, and
▪ How much to buy.
 Stages in Consumer Decision-making Process

The following Five Stages are

involved in the consumer decision-
making process…

▪ Need recognition/problem
recognition
▪ Pre-purchase information
search
▪ Evaluation of alternatives
▪ Purchase decision
▪ Post-purchase outcome and
reactions
 Stages in Consumer Decision-making Process

A need or problem recognition could be simple or

complex.
A problem could be impacted by Internal and
External Stimuli.

These stimuli could assume various forms and can

be categorized into…

▪ Situational drivers (service contract get expired -

- > need to renew)
▪ Consumer characteristics (with basic income
increased - > moving to a larger house)
▪ Marketer-initiated activities (sales promotion
offers)
 Stages in Consumer Decision-making Process

Marketer-initiated Activities to draw the attention of customers

 Stages in Consumer Decision-making Process
The amount of information that a
consumer gathers varies and
generally depends on the following…

▪ Product category (alternative

brand availability)

▪ Person (consumer
demographics- Who is that
customer?)

▪ Purchase situation(Past
experience/time available)
The type of information search activity
that a consumer embarks on may be of
three types, namely…

▪ Specific (Mobile Phone)

▪ Ongoing (planning to buy a
house)and
▪ Incidental (buying a Bluetooth
Speaker).

Information sources are of two types,

Internal (WoM) and External (PoP
Stimuli / Ad / OoH).
 External – In an
Underground Metro
Station (OoH).

External - Out of Home (OoH).

Aashirvaad Atta - Eta Amar Maa
 Stages in Consumer Decision-making Process

It is a stage where the consumer evaluates and

compares the various available alternatives,
makes a judgment about the preferred brand, and
forms a purchase intention.

The process of evaluation of alternatives varies…

(a) Based on the nature of the goods and service Oneplus Overtakes Apple To
category, Become Most Preferred Brand
In the Premium Segment…

(b) From person to person, and Source – FirstPost.Com

(c) Based on the purchase situation.

 Stages in Consumer Decision-making Process
The processing and evaluation of
information about the various brands in
the consideration set involve two
approaches, namely brand processing
and attribute processing.
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➢ Brand processing involves the

assessment and evaluation of one
brand at a time.

➢ Attribute processing involves the

assessment and comparison of
brands attribute wise.
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Identification of Evaluative Criteria
Galaxy S22 Ultra- The epic standard
(attributes and benefits):
iPhone 13 - Run Baby Run
▪ Evaluative criteria may be both objective
(functional) and subjective (emotional and
symbolic) parameters of the brand that are
used by consumers as standards to
discriminate amongst the various
alternatives.

▪ The evaluative criteria that consumers use

to discriminate and make a comparison
between brands take the form of economic
and behavioral considerations and social
influences.
Samsung Galaxy S22 Ultra vs.
iPhone 13 Pro Max: Battle to be
the best…
The verdict here: https://www.tomsguide.com/face-
off/samsung-galaxy-s22-ultra-vs-iphone-13-pro-max
 Samsung Galaxy S22 Ultra vs. iPhone 13 Pro Max specs
Samsung Galaxy S22 Ultra iPhone 13 Pro Max

Starting price $1,199 $1,099

Screen size 6.7 inches (3080 x 1440) 6.1 inches (2778 x 1284)

Refresh rate 1Hz-120Hz adaptive 10Hz-120Hz adaptive

CPU Snapdragon 8 Gen 1 (US); Exynos 2200 (K) A15 Bionic

RAM 8GB, 12GB 6GB (based on teardowns)

Storage 128GB, 256GB, 512GB, 1TB 128GB, 256GB, 512GB, 1TB

108MP (f/2.2) main, 12MP (f/2.2) ultrawide, 2 10MP 12MP main (f/1.6), 12MP ultrawide (f/2.4), 12MP
Rear cameras
telephoto (f/2.4) with 10x and 3x optical zoom telephoto (f/2.8) with 3x optical zoom

Front camera 40MP (f/2.2) 12MP (f/2.2)

Battery size 5,000 mAh 4,352 mAh (based on teardowns)

Charging
45W wired, 15W wireless 20W wired; 15W wireless
speeds
 Stages in Consumer Decision-making Process

Application of decision rules to make the Final Choice !!

▪ Evaluative criteria are used to make the comparison between

different brand alternatives to arrive at a decision.
Thank You.