NEED

AROUSAL,

The buying process starts with need arousal. A need can be activated through internal or external stimuli. A need can also be aroused by an external stimulus such as sight of a new thing in a shop while purchasing other things. There is two-fold significance of need arousal stage to a marketing man. First the marketer must identify the drive that might actually or potentially connect to the product class or brand and make the buyer feel that the product can satisfy the drive, he feels, and It also helps recognize that the need levels for the product fluctuate over time and are triggered by different cues. The marketer can arrange cues to conform better to the natural rhythms and

Triggered by internal or external stimuli. Internal stimulusnormal hunger, thirst etc External stimulus

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.

(iii)Evaluation behavior
Having collected the information, the consumer clarify and evaluate the alternatives. There is, unfortunately no simple and single evaluation process used by all consumers or even by one consumer in all buying situations. The most current process of evaluation is to judge the product largely on a conscious and rational basis. Various considerations form the part of judgment such as product attributes, importance, weights, brand image, utility function for each attribute, and attitude etc. After evaluation of various alternatives, he takes the decision to buy.

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.

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

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

Evaluation of alternative s

Attitudes of others

Purchase Intention

Purchase Decision

Unanticipate d situational factors

I.

Attitude of others

The extend to which another persons attitude reduces ones preferred alternatives based on two things 1. Other persons negative attitude towards the consumers preferred alternative 2. Consumers motivation to comply with the other persons wishes.

Unanticipated situational factors A consumers 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 consumers self confidence. Consumers develop routines to reduce risk -decision avoidance. -information gathering from friends. -preference to international brand. -warranties.
II.

A brand decision

Vendor decision (dealer)

Quantity decision (how much/ how many)

Payment method decision (credit or cash)

Timing decision (when)

Marketer should monitor.. I. Post purchase satisfactiondisappointed, satisfied, delight II. Post purchase action-exit option, voice option. III. Post purchase use and disposal-throw it away or resale.