m
 m




 

V



M
M
 

 
Ú

u A a
 is a choice between two or more
alternative actions or behaviors

u 3or Example: A housewife goes to purchase a mid

priced range of tea, than making a selection from
the various alternatives available in the market
like Taj Mahal, Tata Tea, Red label, Yellow label,
etc. then she is making decision.

  Ú


u monsumer decisions are decisions

consumers make in the marketplace
involving:
M×   to purchase
M ×
 to purchase
M ×  to purchase
M from ×  to purchase
M × to pay for the purchase
ë V  
  Ú


u Routine response behavior

u Limited problem solving

u Extensive problem solving

ë  V
 
^ The consumer knows very well about the
different brands.

^ He can differentiate between the different

characteristics of each brand.
pë Ú V
p  p
u monsumer have little knowledge about market.

u In order to brand preferences some comparative

brand information is sought.
 ë  V
p  p

M mustomer do not have any basic information

about the brand

M He does not have any preferences for any product

M monsumer will seek information about all

different brands before purchasing.
V   ë  
  Ú


Õ
 


  p
p
 

 
ë      p 
 
  p
 p
 

 
      
 
 

   
 

ë
  Ú
 V

6eed Recognition

Search for Information

Evaluation of Alternatives

Purchase

monsumption

Post-consumption Evaluation

Divestment
 Ú 
ë
u monsumer recognized need when they face
problem.
u Among consumer there are varied types of need
or problem recognition:
y Actual state type of problem
y Desire state consumer
 
    ë
u monsumer gathers information related to their attainment
of the desired state of affairs

u 


 £ a passive approach to gathering
information in which the consumer·s own memory
is the main source of information about a product

u 


 £ a proactive approach to gathering
information in which the consumer collects new
information from sources outside the consumer·s own
experience
  p ë  pë  ë 
u 3or evaluation consumer tend to use two types of
information:
M List of brands that they plan to make their
selection
M The criteria they will use to evaluate each brand
V
 
u Three types of purchases:
y 3irst time or trial purchase (Ex.: Detregent)
y Repeat purchase
y Long term commitment purchases

Vë
u The consumer consumes the product , it may not
necessarily be the buyer itself.
u The later steps is decided by the output of this
step.
u A repeated purchase usually signifies product
adoption.
Vë

Vë  p ë

u 




 Actual performance matches
expectation.
u V
Ú    
 
Verformance of product exceeds expectation.
u 
 
Ú    
 
Verformance of product falls below expectation.
Ú ë ë
u If the product performs as per consumer
expectation than the consumer buy it again.
u If product performance is disappointing of below
expectation than consumers will look out for
alternative products or brand in future.