1. MAJOR
SUBDECISONS
INVOLVED IN
BUYING DECISION

2. CONSUMER BUYING DECISIONS
Need Class Generic Class Product Class Product Form
Quantity Timing Payment
Brand Vendor
Method

3. EVOKED SET
 set of alternatives that the
buyer would actually
consider at the stage of the
decision process.

4. SUCCESSIVE SETS INVOLVED IN DECISION
MAKING
Consideration Choice
Total Set Awareness Set Decision
Set Set
Unawareness Infeasible Nonchoice
Set Set Set

5. METHODS
 Introspective Method
- they can introspect their own behavior.
 Retrospective Method
- they can interview recent purchasers.
 Prospective Method
- find some customers who are
contemplating buying the product.
 Prescriptive Method
- ask a group of customers to describe the
ideal way for people to go about the product.

6. FIVE-STAGE MODEL OF
THE BUYING PROCESS

7. Need Arousal Information Search Evaluation Behavior
1. Personal Searches 1. Product Attributes
Internal or External 2. Commercial 2. Attribute Importance
Stimuli Searches and Attribute
3. Public Searches Salience
3. Brand Beliefs
4. Experiential
4. Utility Function
Searches 5. Evaluation Procedure
Consumers take
The buyer’s decision
further action after
about which brand to
purchase base on
purchase.
their satisfaction or
dissatisfaction
Purchase Decision Postpurchase Feelings