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  • Apr 3, 2023 (DR.) Charu Bharti Wadhwa-JGI JSR

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    Payel Dutta
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    The document discusses consumer behaviour and the consumer decision-making process. It describes the consumer decision-making process as having five steps: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It provides details about each step, including that need recognition involves an imbalance between a consumer's actual and desired state, information search involves internal memory recall and external environment search, evaluation of alternatives analyzes product attributes and ranks attributes by importance, and post-purchase behavior involves evaluating if the right decision was made.

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    The document discusses consumer behaviour and the consumer decision-making process. It describes the consumer decision-making process as having five steps: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It provides details about each step, including that need recognition involves an imbalance between a consumer's actual and desired state, information search involves internal memory recall and external environment search, evaluation of alternatives analyzes product attributes and ranks attributes by importance, and post-purchase behavior involves evaluating if the right decision was made.

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    10 views14 pages

    Apr 3, 2023 (DR.) Charu Bharti Wadhwa-JGI JSR

    Uploaded by

    Payel Dutta
    The document discusses consumer behaviour and the consumer decision-making process. It describes the consumer decision-making process as having five steps: need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It provides details about each step, including that need recognition involves an imbalance between a consumer's actual and desired state, information search involves internal memory recall and external environment search, evaluation of alternatives analyzes product attributes and ranks attributes by importance, and post-purchase behavior involves evaluating if the right decision was made.

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    of 14

    Consumer Behaviour

    •What they buy (product)


    •When they buy it (time)
    •How often they buy/use it
    •From where they buy it (place)
    •Why they buy it (usage -purpose)
    •How they evaluate it after purchase
    •Impact of such evaluations on future
    purchases.
    •How they dispose it

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    “Consumer Behaviour is
    the sum total of the
    behaviour displayed by a
    person in searching for,
    Evaluating, purchasing
    and disposing off the goods
    and services.”

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    Consumer Decision
    making process

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    Consumer Decision-Making
    Process

    A Ha..
    Satisfie
    d
    Back to
    Home..
    Consumer Decision-Making
    Process

    A five-step process used


    by consumers when buying
    goods or services.

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    Consumer Decision-Making
    Process
    Need Recognition

    Information Search
    Cultural, Social,
    Individual and
    Psychological Evaluation
    Factors of Alternatives
    affect
    all steps Purchase

    Postpurchase
    Behavior
    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI
    JSR
    Need Recognition
    Result of an imbalance between
    actual and
    desired states.

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI


    JSR
    Need Recognition

    Marketing helps Internal Stimuli


    consumers
    and
    recognize an
    External Stimuli
    imbalance between
    present status and
    preferred state Preferred State

    Present Status

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    Need / Problem Recognition
    • Occurs when the consumer sees a significant
    difference between his or her actual and ideal
    state.
    • Where do we get our notion of what is ideal?
    - personal expectations and aspirations
    - culture
    - reference group
    - marketing

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    Information Searches

    Internal Process of recalling past


    information stored
    in the memory. (INTERNAL
    SERACH)

    External Process of seeking information


    in the
    outside environment.
    (EXTERNAL SEARCH)
    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR
    Information Search
    Internal Information Search

     Recall information in memory

    External Information search

     Seek information in outside


    environment

     Non-marketing controlled
     Marketing controlled
    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR
    Evaluation of Alternatives
    Evaluation of Products
    Expectations n Other
    Factors
    Analyze product
    attributes

    Use cutoff criteria

    Rank attributes by
    importance
    Purchase!
    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR
    Purchase

    To buy
    or not to buy... Determines which attributes
    are most important
    in influencing a
    consumer’s choice

    Apr 3, 2023 (Dr.) Charu Bharti Wadhwa-JGI JSR


    Apr 3, 2023

    Postpurchase Behavior

    ?
    Did I make a good
    decision?

    Did I buy the right product?


    Can minimize through:
    Effective Communication
    Follow-up
    Guarantees
    Warranties

    Did I get a good value? (Dr.) Charu Bharti Wadhwa-JGI JSR

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