MGT 2306

MARKETING MANAGEMENT

Lesson 3B

LESSON 3B OBJECTIVES

• Explain what is a consumer decision making

process

• Identify & describe the key steps in a consumer

decision making process

WHAT IS A CONSUMER DECISION

MAKING PROCESS?

• It is the a series of

steps undertaken by

consumers in regard

to a potential market

transaction before,

during, and after the

purchase of a product

or service.

5 STAGES IN THE CONSUMER DECISION MAKING PROCESS

• Problem recognition

• Information Search

• Evaluation of

alternatives

• Purchase decision

• Post-purchase

behavior

1- PROBLEM RECOGNITION

User recognizes that a problem has

appeared.

• Need/want something new?

• Spoilt/Finished – need/want to buy

again?

• Need to reorder?

• Same item or new item?

2- INFORMATION SEARCH

Where/How/What to buy. Likely sources of Information Personal sources—family and friends

• Commercial sources—advertising, Internet

• Public sources—mass media, consumer organizations

• Experiential sources—handling, examining, using the product

EVALUATION OF ALTERNATIVES

Making a comparison of products found:-

• How many brands/types of product that a

available to solve the problem at hand?

• Compare the features, price and advantages of

each product

• Which offers more benefit (value) to the

consumer?

PURCHASE DECISION

The consumer makes a decision to purchase,

but not IMMEDIATELY

- which brand of product?

- purchase from where?

- how to pay for it?

- who to buy it for you?

- when to purchase it?

POST-PURCHASE DECISION

• Did the product and purchase experience meet or exceed expectations?

• Postpurchase decision refers to all behavior, positive and negative, that is generated from the purchase.

• The outcome of the evaluation is either satisfaction or dissatisfaction.