Date post: | 20-Jan-2017 |
Category: |
Business |
Upload: | vaishnavi-ketharnathan |
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CONSUMER DECISION MAKING
FIVE STAGE MODEL
NEED AWARENE
SS
INFORMATION
SEARCH
EVALUATING
ALTERNATIVES
PURCHASE DECISION
POST PURCHASEBEHAVIOU
R
PROBLEM RECOGNITION
NEED TRIGGERED BY STIMULI: EXTERNAL OR INTERNAL
INFORMATION SEARCH
Two modes: heightened attention and active search
HEIGHTENED ATTENTION
PERSON BECOMES MORE RECEPTIVE
ACTIVE
SEARCH
CONSUMER DELIBERATELY SEARCHES FOR INFORMATION, ONLINE, IN A STORE, FROM FRIENDS
INFORMATION SOURCES
PERSONAL COMMERCIAL PUBLIC EXPERIENTIAL
CONSUMERS GAIN
INFORMATION TO LEARN
ABOUT COMPETING
BRANDS
EVALUATION OF ALTERNATIVES
EXPECTANCY VALUE MODEL
THIS MODEL STATES THAT CONSUMERS EVALUATE PRODUCTS AND SERVICES BY COMBINING THEIR BRAND BELIEFS- POSITIVES AND
NEGATIVES ACCORDING TO IMPORTANCE.
INTERVENING FACTORS
FACTORS WHICH AFFECT OUR OPINIONS ABOUT THE BRAND
ATTITUDE OF OTHERS
OUR PERCEPTION CHANGE DEPENDS ON:• HOW NEGATIVE IS THE RESPONSE OF THE OTHER PERSON• HOW CLOSE THE OTHER PERSON IS TO US.
UNINTERRUPTED SITUATIONAL FACTORS
LOSING A JOBACCIDENT
BAD EXPERIENCE IN THE STORE
PURCHASE DECISIONCONSUMER FORMS PREFERENCE LIST OF BRANDS
HEURISTICS
CONJUNCTIVESETS A MINIMUM CRITERIA
FOR ATTRIBUTES.CHOOSE THE FIRST PRODUCT THAT MEETS
ALL
LEXICOGRAPHICCHOOSES THE BEST
BRAND BASED ON MOST IMPORTANT PERCIEVED
ATTRIBUTE.
ELIMINATION BY ASPECTSBRANDS COMPARED ON THE BASIS OF RANDOM
ATTRIBUTE.
POST PURCHASE BEHAVIOUR
ACTIONPOSITIVE WORD OF
MOUTH
NEGATIVE WORD OF MOUTH
FEELINGSATISFIED
DELIGHTEDDISSAPOINTED
DISCLAIMER
Created by Abhigyan Singh, NIT Allahabad, during an internship by Prof. Sameer Mathur, IIM Lucknow.