How do consumers make purchasing decisions
How do consumers make purchasing decisions
Aug 14, 2015
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How do consumers make purchasing
decisions
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Post purchase Behaviour
Problem Recognition
Needs are triggered by internal or
external stimuli
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Post purchase Behaviour
Information Search
Heightened attention
Person becomes more
receptive to information
about a product
Active information
search
Looking for reading
material, phoning friends,
going online and visiting
stores to learn about
the product
Personal
Commercial
Information
Source
Experimental
Public
} legitimizing/evaluation function
} Information function
Market
partitioning
Process of
identifying the
hierarchy of
attributes that
guide consumers
decision making
Total set
Choice set
Awareness
set
Consideration
set
Decision
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Post purchase Behaviour
Evaluation of alternatives
The consumer is
trying to satisfy a
need
Consumer sees each
product as a bundle of
attributes with varying
ability to deliver benefits.
Consumer is
looking for certain
benefits from the
product solution
Expectancy
Value Model
Posits that consumers
evaluate products and
services by combining
their brand beliefs –
the positive and
negative according to
their importance
LAPTOPS Memory Capacity
Graphics Capacity
price Perceived value
Weights
assigned by
customer
0.4 0.4 0.2
A 8 9 6 8
B 9 6 9 7.8
C 5 8 8 6.8
Customer will favour Laptop A because of high perceived value
EXAMPLE
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Post purchase Behaviour
Purchasing Decision
Conjunctive heuristic
Sets a minimum
acceptable cut off level for
each attribute and
chooses the first
alternative that meets the
minimum standard for all
Elimination by aspects
heuristic
Compares brand on an
attribute selected randomly
Lexicographic heuristic
Choosing best brand on
the basis of its best
perceived attribute
Heuristics
Attitude of
others
Intervening
Factors
Unanticipated
situational
factors
Our motivation to comply with
other persons wish
Intensity of other person’s
negative attitude toward our
preferred alternative
Time risk
Psychological risk
Functional risk
Physical risk
Financial risk
Social risk
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decisions
Post purchase Behaviour
Post purchase behaviour
Post purchase
satisfaction
Makes a difference in
whether consumer buys
the product again and
recommends it to other
Post purchase use
and disposal
Key driver of sales
frequency. Product
consumption rate
Post purchase action
Srishti Chaturvedi
Indian Institute of Technology
Kanpur
B.Tech Student
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