Dynamics,

Dimensions,
and Models
CONSUMER BEHAVIOR
 Levels Of Consumer Decision Making

Routine Limited Extensive

Response Decision Decision
Behavior Making Making

Less More
Involvement Involvement
Involvement and Decision Making

Consumer buying decisions is also based on

consumer involvement. How involved are
we prior to making any decisions to purchase
something largely depends on what we
intend to buy
Factors Influencing Decisions
1 Level of consumer involvement

2 Length of time to make decision

3 Cost of the commodity

4 Degree of information search

5 Number of available alternatives to be considered

HIGH
INVOLVEMEN
T
• Extended Problem
Solving
• Limited Problem
Solving
Low
Involvement
Routinary/Habitual
Decision Making
Views/Model of Consumer Decision Making
• Synthesized by Alfred Marshall based on
the theory of Marginal Utility and Micro-
Economic Theory
• The focus is on the "Act of Purchase of an
"Average Consumer"
• Explains "What" a consumer would
purchase and "In what quantity"
• Basic Assumptions:
• Basic Assumptions:
Individual needs are unlimited
• Basic Assumptions:
Individual needs are unlimited

Individual needs cannot be fully satisfied

• Basic Assumptions:
Individual needs are unlimited

Individual needs cannot be fully satisfied

Individual is completely aware of his needs

• Basic Assumptions:
Individual needs are unlimited

Individual needs cannot be fully satisfied

Individual is completely aware of his needs

Individual is a rational buyer

• Basic Assumptions:
Individual needs are unlimited

Individual needs cannot be fully satisfied

Individual is completely aware of his needs

Individual is a rational buyer

Individual has the perfect information about the utility of

products available in the market
• Basic Assumptions:
Individual needs are unlimited

Individual needs cannot be fully satisfied

Individual is completely aware of his needs

Individual is a rational buyer

Individual has the perfect information about the utility of

products available in the market
The utility of product or service gets reduced with each
subsequent purchase
This model presumes that the consumers take assessments and
judgments conferring to the persuasive marketing endeavors of
the sellers and react candidly to the sales and commercial
appeals presented by the marketers. In other words, you allow
yourself to be influenced without much resistance.
This view depicts the consumer as a thinking problem solver.
• Consumers as information processors
- They cease to obtain all available information if they believe that
they have all the necessary information
- They form short-cut decision rules
• Consumer behavior is goal oriented
• Consumers may not make perfect decisions but they make
satisfactory decisions
Also known as the Impulsive View or Impulsive Model.
Emotional Cognitive
View View

Economic Passive
View View
Do you know what helps you make your
point clear? Lists like this one:

● They’re simple
● You can organize your ideas clearly
● You’ll never forget to buy milk!

The audience won’t miss the point of

your presentation if you use them
Our Company
Images reveal large amounts of data, so
remember: use an image instead of a long text
01
Business
Overview
You can describe the topic of the section here
 Market trends
Mercury
Mercury is the closest
planet to the Sun

Mars
Despite being red, Mars is
actually a cold place

Venus
Follow the link in the graph to modify its data and then paste Venus has a beautiful
the new one here. For more info, click here name, but it’s hot
 Problem vs. solution

Problem vs. Solution

Mercury is the closest Venus has a beautiful
planet to the Sun. It is a name, but also high
hot and small planet temperatures
 Competitors

Mercury Venus
Mercury is the closest Venus has a beautiful
planet to the Sun name, but it’s terribly hot

Mars Neptune
Despite being red, Mars Neptune is the farthest
is actually a cold place planet from the Sun
Awesome words
An image is worth a
thousand words
150,000
Big numbers may help you catch your audience’s attention
Them vs. Us
Mercury is the closest planet to the Venus has a beautiful name, but also
Sun. It is a hot and small planet very high temperatures
 02
Market analysis and
competition
You can describe the topic of the section here
 Target
35-45
Jupiter is the biggest planet 3/5

46-50
60% 40% Mercury is the smallest planet 1/5
Men Women
Despite being red, Venus has a 51-60
Mars is cold beautiful name Neptune is the farthest planet 2/5

Average spend per customer $50.00

 Market size
Mercury
Mercury is the closest
planet to the Sun

Mars
Despite being red, Mars is
actually a cold place

Venus
Venus is the second planet
from the Sun
 Market share
30% 20%
Mercury Venus
Mercury is the closest Venus is the second planet
planet to the Sun from the Sun

10% 40%
Neptune Mars
Neptune is the farthest Despite being red, Mars is
planet from the Sun Follow the link in the graph to modify actually a cold place
its data and then paste the new one
here. For more info, click here
 Competition analysis
Strengths Weaknesses Opportunities

Competitor A Mercury Venus Mars

Competitor B Venus Saturn Earth

Competitor C Mars Neptune Jupiter

Competitor D Jupiter Earth Saturn

Competitor E Earth Mercury Neptune

 03
Sales and
marketing plan
You can describe the topic of the section here
 Our services

Mercury Venus Mars

Mercury is the closest Venus is the second Despite being red, Mars is
planet to the Sun planet from the Sun actually a cold place

Jupiter Neptune Earth

Jupiter is the biggest Neptune is the farthest Earth is the beautiful
planet of them all planet from the Sun planet we all live on
 Break-even analysis
High profit
Venus has a
Profit beautiful name
Despite being
Break even red, Mars is cold
point
Loss Earth is a
beautiful planet
Mercury is the
Big loss smallest planet
Neptune is the
farthest planet
 Our plans

Mercury is the closest Venus is the second Despite being red, Mars is
planet to the Sun planet from the Sun actually a cold place

Basic Premium Pro

 Sales and distribution

Channel 1 Channel 2
Mercury is the closest Venus is the second planet
planet to the Sun from the Sun

Channel 3 Channel 4
Neptune is the farthest Despite being red, Mars is
planet from the Sun actually a cold place
 Advertising and promotion

Mercury Venus Mars

Mercury is the closest Venus is the second Despite being red, Mars is
planet to the Sun planet from the Sun actually a cold place
04 Management plan
You can describe the topic of the section here
 Our team

Jane Doe James Smith

Despite being red, Mars Venus is the second
is actually a cold place planet from the Sun

29 years old - Designer 31 years old - Developer

Hobbies Hobbies
Mercury Earth Neptune Jupiter
 Organizational chart
Jane Doe
CEO

James Smith Nick Cox Becca Jones

Financial manager Marketing manager Art director

Jack Marjorie Martha

Nicolle Anna Serge
Matt Peter Rachel
 Our partners

Mercury Jupiter
Mercury is the closest Jupiter is the biggest
planet to the Sun planet of them all
Venus
Venus is the second
planet from the Sun
Mars Neptune
Despite being red, Mars is Neptune is the farthest
actually a cold place planet from the Sun
 Operating plan
You can describe the topic of the section here 05
 Our process

01 02 03 04

Neptune Mercury Mars Venus

Neptune is the Mercury is the Despite being red, Venus has a
farthest planet smallest planet Mars is cold beautiful name
 Project demo

You can replace the image on the screen

with your own work. Right-click on it
and then choose “Replace image” so
you can add yours
06
Financial Plan
You can describe the topic of the section here
 Predicted growth
2021
Mercury is the closest
planet to the Sun

2020
Despite being red, Mars is
actually a cold place

2019
Venus is the second planet
from the Sun Follow the link in the graph to modify its data and then paste
the new one here. For more info, click here
 Balance sheet

3M 1M 2M
Mercury is the closest Venus is the second Despite being red, Mars is
planet to the Sun planet from the Sun actually a cold place

Assets Liabilities Equity

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