3. A SIMPLE QUESTION
•Think of a recent important
purchase– briefly draw a flowchart of
the steps you recall moving through
from the awareness of need to post
purchase
•What influenced you at each step?
4. What is Consumer Behavior?
• “The actions a person takes in purchasing
and using products and services, including
the mental and social processes that precede
and follow these actions.”
5. Consumer Decision-Making
Process
Need Recognition
Information Search
Cultural, Social,
Individual and
Psychological Evaluation
Factors of Alternatives
affect
all steps
Purchase
Postpurchase
Behavior
8. Complete model of consumer behavior
Start
Need
recognition
Internal
search Influences
Search
• culture
Exposure
• social class
• family
Stimuli Attention Alternative • situation
(marketer evaluation
dominated, Memory
Comprehension
other) Individual
differences
Acceptance Purchase
• resources
• motivation &
Retention involvement
Outcomes • knowledge
• attitudes
• personality,
values, lifestyle
External
search
Dissatisfaction Satisfaction
9. Stages in consumption process
CONSUMER’S PERSPECTIVE MARKETER’S PERSPECTIVE
Pre-Purchase Consumer’s decision How the consumers form or
Issues regarding need for a product change attitude regarding a
Information Search regarding product. How consumers
alternatives infer about product.
Purchase Acquisition of product being Situational factors like time
Issues stressful or convenient. and place of display.
Post-Purchase Product being of pleasure or What determines whether a
Issues distress to consumer consumer will be satisfied
with a product an d what
makes consumer refer the
product.
11. CONSUMPTION – AN INTERESTING FACT
PEOPLE OFTEN BUY PRODUCTS NOT
FOR WHAT THEY DO BUT FOR WHAT
THEY MEAN
LOVE
INTERDEPENDENCE
NOSTALGIC ATTACHMENT
SELF CONCEPT ATTACHMENT
12. NEEDS & WANTS-DO MARKETERS
MANIPULATE
Who Controls the Market? Consumer or Marketers
Do Marketers Create Artificial Needs?
Are Advertising & Marketing Necessary?
Do Marketers promise miracles?
17. THE ISSUE OF TWO PERSPECTIVES ON
CONSUMER RESEARCH
Positivism
Human Reasoning being supreme.
Stress on quantitative analysis.
World as rational & ordered place with clear
past, present and future.
Interpretivism
Critical about dominance of Science &
Technology.
World is complex, social and cultural.
World as being composed of relative
parameters