Marketing

1. Consumer
Behavior &
Decision Making
Process
BY: WILLIAM FISHER

2. 5 Key Stages of the Customer Purchase
Decision Process
 1.) Problem Recognition
 2.) Information Search
 3.) Alternative Evaluation
 4.) Purchase Decision
 5.) Post-Purchase Behavior

3. Problem Recognition
This is a need or problem that the consumer
is trying to solve or satisfy

4. Information Search
After recognizing the problem or need, the consumer researches
information in order to fulfill the need or solve the problem.

5. Alternative Evaluation
The consumer uses the information they have collected
and begins to evaluate the alternatives ensuring they
make the best decision.

6. Purchase Decision
After the consumer has evaluated all options and solutions,
They are ready to make their purchase

7. Post-Purchase Behavior
The consumer evaluates whether they made the right
purchase decision

8. How Consumers Are
Influenced
1.) Reference groups
2.) Opinion leaders
3.) Their families
4.) Subcultures

9. Reference Groups
Reference groups are groups that people belong to
or want to belong to one day.

10. Opinion Leaders
Opinion leaders are experts in the field or people
the consumer looks up to.

11. Their Families
Consumers are influenced by products their
parents purchased.

12. Subcultures
Subcultures are smaller groups within a large group.
For example, their ethnicity or heritage