Download - Group 1. consumer buyer behaviour process
M
MID-AUTUMN FESTIVAL
MOON CAKE?
Where to buy?
When to buy?
Which will choose?
Kinh Do
Huu Nghi
Other?
Stimulusrespond model of buyer behaviour
CONSUMER BUYER BEHAVIOUR PROCESS
Class: EBBA 3AInstructor: Nguyen Thi Thu Trang (MSc.)
GROUP 1: Nguyen Thi LienVu Tuan AnhNguyen Trung Hieu
CONSUMER BUYER BEHAVIOUR PROCESS
I. Definition
1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase decision
5. Postpurchase behaviour
II. Customer buyer behaviour process
DENIFITION
Consumer behaviour is the processes use to select, secure, and dispose of products, services, experi-ences, or ideas to satisfy the consumer need
Economic
Psycology
Social Study
CONSUMER BUYER BEHAVIOUR PROCESS
Problem RecognitionProblem Recognition
Information SearchInformation Search
Evaluation of AlternativesEvaluation of Alternatives
Purchase DecisionPurchase Decision
Postpurchase behaviourPostpurchase behaviour
1. Problem Recognition(awareness of need)
The first stage of the buyer decision process in which the consumer recognises a problem or need.
Problem Recognition(awareness of need)
MASLOW’S HIERARCHYOF NEED
2. Information search
Once the problem has been recognised, the consumer will start to search for items thats capable of satisfy their need, when they start searching
Internal search
External search
Information categories
ExperientialSources
Personal sources
Commercialsources
Public sources
According to Philip Kotler, information sources fall into 4 categories:
3. Evaluation of Alternatives
The consumer start to establish criteria for evaluation, these criteria may differ from person to person similar to information search men-tioned above. Rank alternatives to find possible solution or return to step 2 - search
4. Purchase decision
The stage of buyer deci-sion process in
which the consumer actually buys the
product
Sudden factor
Purchase
5. Postpurchase behaviour
The stage of behaviour decision process in which consumer take further action after purchase based on their satisfaction or disatisfaction
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