Consumer Decision Making

Consumer Decision Making

1. Consumer Behavior

   • Describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services

2. Decision-Making process

   • Need recognition
   • Information search
   • Evaluation of alternatives
   • Purchase
   • Postpurchase behavior

3. Types of decisions

   • Routine response behavior
   • Extensive decision making
   • Limited decision making

4. Cultural influences

   • Culture is a set of values, norms and attitudes that shape human behavior.

5. Social Influences

   • Many customers seek out the opinions of others to reduce their search and evaluation effort or uncertainty,

6. Individual Influence

   • A customers decision is also influenced by gender, age and life cycle stage

7. Psychological influences

   • Perception, motivation, learning, and beliefs

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