Customer Buying Decision Making Process

Presented To: Dr. H. R. Singh Associate Processor DBA-JNSMS Assam University, Silchar Presented By: Jayjeet Choudhury(11) Janmajit Debnath (13)

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Needs..

Consumer Purchase Decision Process

Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
3

Evaluation of Alternatives

The Buyer Decision Process

Step 1. Problem Recognition
Need Recognition
Difference between an actual state and a desired state

Internal Stimuli Hunger

Thirst

External Stimuli
TV advertising

Magazine ad

A persons normal needs

Radio slogan
Stimuli in the environment

Consumer Purchase Decision Process

Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
5

Evaluation of Alternatives

Information Search
INTERNAL search scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem EXTERNAL search past experience or knowledge is insufficient risk of making a wrong purchase decision is high cost of gathering information is low

Personal sources Public sources

Marketerdominated sources
The evoked set

Consumer Purchase Decision Process

Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
7

Evaluation of Alternatives

The Buyer Decision Process

Step 3. Evaluation of Alternatives
Product Attributes

Evaluation of Quality, Price, & Features

Degree of Importance

Which attributes matter most to me?

Brand Beliefs

What do I believe about each available brand? Based on what Im looking for, how satisfied would I be with each product?
Evaluation Procedures Total Product Satisfaction

Choosing a product (and brand) based on one 8 or more attributes.

Consumer Purchase Decision Process

Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
9

Evaluation of Alternatives

Consumer Purchase Decision Process

Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
10

Evaluation of Alternatives

Post Purchase
Cognitive Dissonance

Did I make a good decision? Did I buy the right product? Did I get a good value?

Sour Grapes a story of cognitive dissonance

after being unable to reach the grapes the fox said, these grapes are probably sour, and if I had them I would not eat them. --Aesop

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Consumer Purchase Decision Process

Problem Recognition
Post Purchase Behavior Information Search

Purchase Decision
14

Evaluation of Alternatives

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