CONSUMER DECISION PROCESS

CONSUMER DECISION PROCESS

1. INFLUENCES

   • CONSUMER INFLUENCES
     • CULTURE
     • ETHNICITY
     • PERSONALITY
     • PERSONALITY
     • VALUES
     • LIFE-STAGE
     • PAST EXPERIENCES
     • PEER GROUPS
     • FAMILY
     • PEER GROUPS
     • ATTITUDES
     • OPINIONS
     • AVAILABLE RESOURCES
     • MOTIVATION
   • ORGANIZATIONAL INFLUENCES
     • BRAND
     • ADVERTISING WORD
     • PROMOTIONS RETAIL
     • DISPLAYS PRICE
     • QUALITY SERVICE
     • STORE AMBIANCE
     • LOYALTY
     • PROGRAMS PACKAGING
     • PRODUCT AVAILABILITY

2. OBTAINING

   • CONSUMING
     • DISPOSING

3. 1. NEED IDENTIFICATION

   • 2. LOOK FOR INFORMATION
     • COMPLEX PROBLEM SOLVING
     • SIMPLE PROBLEM SOLVING
       • DEPENDS ON THE TIME AND MONEY INVESTED
     • 3. COMPARE ALTERNATIVES
       • 4. BUY OR NOT TO BUY
         • 5. POSTPURCHASE PROCESSES

4. INFORMATION PROCESSING

   • EXPOSURE TO THE BRANDS
     • ATTENTION
       • INTERPRETATION
         • HIGH
         • MEMORY
           • SHORT TERM
           • LONG TERM
           • Purchase and Consuption decisions
       • LOW
     • RANDOM
     • DELIBERATE

5. LEARNING

   • As a result os the past experiences, we learn attitues that take us to the purchase and use behavior

6. HIERACHY OF NEEDS

   • • SELF-ACTUALIZATION
     • STEEM
     • BELONGIGNESS
     • SECURITY
     • PHSYSIOLOGICAL

7. BASED ON THE EXTERNAL AND INTERNAL INFLUENCES, WE BUILD A SELF-CONCEPT AND A LIFESTYLE THAT TAKES US TO NEEDS AND DESIRES. THEN THE DECISION PROCESS STARTS

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