CONSUMER DECISION MAKING

CONSUMER DECISION MAKING

1. HOW CONSUMER MAKE PURCHASES DECISIONS, AND DISPOSE OF TE PURCHASED GOODS AND SERVICES.

2. NEED RECOGNITION

   • INFORMATION SEARCH
     • EVALUATION OF ALTERNATIVES
       • PURCHASE
         • POST-PURCHASE BEHAVIOR
           • CONSUMER EXPERIENCE WHEN THEY ALREDY BOUGHT THE PRODUCT. OUTCOMES FROM THE PURCHASE
         • TO REACH A FINAL DECISION
       • ENVIRONMENT, INTERNAL AND EXTERNAL SEARCH HELP THE CUSTOMER TO EVALUATE AND COMPARE ALTERNATIVES
     • INTERNAL
       • YOU SEARCH IN GOOGLE
     • EXTERNAL
       • A FRIEND RECOMMEND YOU A MOVIE
   • IMBALANCE BETWEEN ACTUAL AND DESIRE STATES

3. CONSUMER BUYING DECISION AND CONSUMER INVOLVEMENT

   • LEVEL OF CONSUMER INVOLVEMENT
     • LENGHT OF TIME TO MAKE A DECISION
       • COST OF THE GOOD OR SERVICE
         • DEGREE OF INFORMATION SEARCH
           • NUMBER OF ALTERNATIVES CONSIDERED

4. MARKETING IMPLICATIONS OF INVOLVEMENT

   • CULTURE & VALUES
     • VALUES, NORMS, ATTITUDES, LANGUAGE,
     • CULTURE IS DYNAMIC
   • SUBCULTURE
     • GROUP OF PEOPLE WHO SHARE ELEMENTS OF THE OVERALL CULTURE
   • SOCIAL CLASS
   • REFERENCE GROUPS
     • FORMAL AND INFORMAL GROUPS THAT INFLUENCE BUYING BEHAVIOR
   • FAMILY
     • WE INHERIT OUR DECISION-MAKING
   • OPINION LEADERS
     • A PERSON WHO INFLUENCES OTHERS

5. INDIVIDUAL INFLUENCES ON CONSUMER BUYING DECISIONS

   • GENDER
   • AGE AND FAMILY LIFE CYCLES
   • PERSONALITY, SELF CONCEPT & LIFESTYLE
     • PERSONALITY : HOW A GROUP OF INDIVIDUAL NORMALLY REACT TO CERTAIN SITUATIONS
     • SELF-CONCEPT :HOW CUSTOMER PERCEIVE THEMSELVES

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