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INTEL Welcomes U Be corporate friends
It should be “WE” instead of “I”
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Stages of the Buying Decision
Process
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Decision Making StepsProblem
recognition Purchase
Evaluation of alternatives
Information search
Post purchase evaluation/behavior
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1.Problem or Need Recognition Triggered by
internal or external stimuli.
Internal stimulus-normal hunger, thirst etc
External stimulus
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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.
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Metamediary Edmunds. COM, offers a variety of information services to assist those shopping for a vehicle.
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Consumer Buying Decision Process
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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.
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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
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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
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4.Purchase decision
Unanticipated situational
factors
Purchase Intention
Attitudes of others
Evaluation of alternatives
Purchase Decision
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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.
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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.
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Execution of purchase intention
Vendor decision (dealer)
A brand decisionQuantity decision
(how much/how many)
Payment method decision
(credit or cash)
Timing decision(when)
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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.
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How Consumers Use or Dispose of Products
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Reference
Philip kotler’s--MARKETING MANAGEMENT
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