conskljkljkjkjklkljkjkljkljklkljkljkljkljklumer decision making process
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8/13/2019 Conskljkljkjkjklkljkjkljkljklkljkljkljkljklumer Decision Making Process
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CUSTOMER VS. CONSUMER BEHAVIOR
Customer behavior: a broad term that covers bothindividual consumers who buy goods and services fortheir own use and organizational buyers who
purchase business products
Consumer behavior: the process through which theultimate buyer makes purchase decisions
8/13/2019 Conskljkljkjkjklkljkjkljkljklkljkljkljkljklumer Decision Making Process
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Alternative
Evaluation
Purchase
Decision
Purchase
Act
Post-
purchase
Evaluation
Problem
OpportunityRecognition
THE CONSUMER DECISION PROCESS
•Consumers complete a step-by-step
process when making purchasedecisions
•
•
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Classifying Consumer Problem-Solving Processes
Routinized
Response Behavior
• Purchases made routinely by choosing a preferred brand or one of a limitedgroup of acceptable
brands• Examples:
© PhotoDisc
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Classifying Consumer Problem-Solving Processes
Routinized
Response Behavior
• Situation where theconsumer has previouslyset evaluative criteria fora particular kind of
purchase but thenencounters a new,unknown brand or item
• Example:
Limited Problem
Solving
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Classifying Consumer Problem-Solving Processes
Routinized
Response Behavior
• Results when brands aredifficult to categorize orevaluate
• High-involvement purchase decisionsusually require extended
problem solving
• Examples:
Limited Problem
Solving
Extended Problem
Solving
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Search
Alternative
Evaluation
Purchase
Decision
Purchase
Act
Post-
purchase
Evaluation
Problem
OpportunityRecognition
THE CONSUMER DECISION PROCESS
•Critical that marketers understand
where their consumers are in the process
•Must choose actions to match each
phase
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THE CONSUMER DECISION PROCESS
ProblemOpportunity
Recognition
•Consumer becomes aware of asignificant discrepancy between theexisting situation and thedesired situation
•Common Causes of Discrepancy:
•
•
• •
•What is the marketer’s job?
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THE CONSUMER DECISION PROCESS
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ProblemOpportunity
Recognition
•Consumer gathers information
related to their attainment of thedesired state of affairs
•Identifies alternative means of problem solution
•
•Brands that a consumeractually considers buying
before making a purchase
decision are known as theevoked set
•Evoked set evolves constantly
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THE CONSUMER DECISION PROCESS
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Alternative
Evaluation
ProblemOpportunity
Recognition
•Consumer evaluates the evoked set•
•Outcome of the evaluation stage is the
choice of a brand or product (or possiblya decision to renew the search)
• Evaluative criteria:
•Understanding and influencingconsumers evaluative criteria is importantin this stage
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THE CONSUMER DECISION PROCESS
Search
Alternative
Evaluation
Purchase
Decision
Purchase
Act
ProblemOpportunity
Recognition
•Selection of What and Where•
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THE CONSUMER DECISION PROCESS
Search
Alternative
Evaluation
Purchase
Decision
Purchase
Act
Post-
purchase
Evaluation
Problem
OpportunityRecognition
•After the purchase, consumers
are either satisfied or experience post-purchase anxiety
•Post-purchase anxiety thatresults from an imbalance among
an individual’s knowledge, beliefs, and attitudes is calledcogni tive dissonance
•Marketers must try to reduce
this anxiety