INTEL Welcomes U Be corporate friends

It should be “WE” instead of “I”

Stages of the Buying Decision

Process

Decision Making StepsProblem

recognition Purchase

Evaluation of alternatives

Information search

Post purchase evaluation/behavior

1.Problem or Need Recognition Triggered by

internal or external stimuli.

Internal stimulus-normal hunger, thirst etc

External stimulus

2.Information Search Consumer information sources fall

into 4 groups Personal sources: family, friends, neighbors

etc Commercial sources: advertisements,

salespersons, dealers, packaging etc Public source: mass media, consumer rating

organizations Experiential sources: Handling, examining,

using the product.

Metamediary Edmunds. COM, offers a variety of information services to assist those shopping for a vehicle.

Consumer Buying Decision Process

3.Evaluation of alternatives

Consumer evaluation process Try to satisfy a need Looks for certain benefits from the product Sees each product as a bundle of attributes

with varying abilities for delivering the benefits sought to satisfy the need.

Attributes of interest to buyers

♫ Cameras-picture sharpness, speed, size, price

♫ Hotels-location, cleanliness, atmosphere, price

♫ Mouthwash- colour, effectiveness, germ-killing capacity, price, taste/flavour

♫ Tire-safety, tread life, ride quality, price

Marketing strategy to match with customers attributes

Redesigning (real repositioning) Alter the belief about the brand

(psychological repositioning) Alter beliefs about the competitors

brand (competitive repositioning) Alter the importance of weights Call attention to the neglected

attributes

4.Purchase decision

Unanticipated situational

factors

Purchase Intention

Attitudes of others

Evaluation of alternatives

Purchase Decision

I. Attitude of others The extend to which another person’s

attitude reduces one’s preferred alternatives based on two things

1. Other person’s negative attitude towards the consumer’s preferred alternative

2. Consumer’s motivation to comply with the other person’s wishes.

II. Unanticipated situational factorsA consumer’s decision to modify, postpone or

avoid a purchase decision is heavily depend on the perceived risk.

Amount of perceived risk varies with the-amount of money at stake.-amount of attribute uncertainty.-amount of consumer’s self confidence.Consumers develop routines to reduce

risk-decision avoidance.-information gathering from friends.-preference to international brand.-warranties.

Execution of purchase intention

Vendor decision (dealer)

A brand decisionQuantity decision

(how much/how many)

Payment method decision

(credit or cash)

Timing decision(when)

5.Post purchase behavior

Marketer should monitor…..I. Post purchase satisfaction-

disappointed, satisfied, delightII. Post purchase action-exit

option, voice option.III. Post purchase use and

disposal-throw it away or resale.

How Consumers Use or Dispose of Products

Reference

Philip kotler’s--MARKETING MANAGEMENT