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Lecture 9 - Consumer Decision - Process & Types
Lecture 9 - Consumer Decision - Process & Types
Lecture 9 - Consumer Decision - Process & Types
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-Purchase Behaviour
Need Recognition
• Internal stimuli
▪ Need or Requirement.
▪ Existing product is not performing well.
• External stimuli
▪ Advertisement of the new product.
▪ Notice a new feature in the product.
▪ Receive a sales call from a sales executives.
Information Search
◼ Evaluative Criteria
◼ Ways to compare the alternatives
◼ Determinant Attributes
◼ Aspects on which the alternatives clearly differ
◼ Decision Criteria
◼ Decision rules
Purchase Decision
◼ What to purchase.
Relationship between:
❑ Consumer’s expectations
❑ Product’s perceived performance
Awareness/Attention
Interest
Desire
Action
Types of Consumer Buying Behavior
Degree of Involvement
High Low
Significant
Complex Buying Variety Seeking
Difference among Behaviour Buying Behaviour
Brands
No significant Dissonance
Difference among Habitual Buying
Reducing Buying
Behaviour
Brands Behaviour
Complex Buying Behavior
• Occurs when consumers are highly involved in a purchase and perceive
significant differences among brands.