Consumer Decision Making and Filipino Consumers

1. CONSUMER
DECISION MAKING
katherine chin

2. CONSUMER DECISION MAKING
 Behind the visible act of making a purchase
lies a decision process that must be
investigated.
 The integration process by which
knowledge is combined to evaluate two or
more alternative behaviors and select one.
 The end product of the integration is
called a choice.
katherine chin

3.  The purchase decision process is the
stages a buyer passes through in making
choices about which products and services
to buy.
 Two aspects such as affect and cognition
are used to interpret products from the
marketing environment and are processed
in consumer decision making.
katherine chin

4. Consumers are exposure to over 250
advertisement messages per day
Notices only
11 to 20 ads
katherine chin

5. LEVELS OF CONSUMER
DECISION MAKING
Routine Limited Extensive
Response Decision Decision
Behavior Making Making
Less More
Involvement Involvement
katherine chin

6. EXTENSIVE DECISION MAKING
This first level requires the consumer
extensive information to create a set of
criteria to decide what specific brand and
extensive value of information about each
of the brands to be chosen.
katherine chin

7. LIMITED PROBLEM SOLVING
The second level of decision making with
which consumer has established the basic
criteria for evaluating the product
category and various brands in the
category.
Additional information is more like “fine-
tuning” to differentiate among the various
brands.
katherine chin

8. ROUTINARY RESPONSE
BEHAVIOR
The third or last level of decision making,
that consumer already had previous
information about the product category.
There is a well set of established criteria as
basis for evaluation. A minimal amount of
additional information is needed.
katherine chin

9. CONSUMER DECISION
MAKING MODEL
Input Stage
Process Stage
Output stage
katherine chin

10. INPUT STAGE
 Also called as the External Influence
 The consumers’ identification of a product
need.
 Two major sources of information comes
from firms’ marketing effort and
sociocultural environment.
 Can be as simple as noticing an empty milk
carton or it can be activated by marketing
efforts.
katherine chin

11. PROCESS STAGE
 The consumer decision making stage
 Need recognition
 Prepurchase search
 Evaluation of alternatives
 Decisions are based on psychological
factors which are inherent in his
motivation, perception, learning,
personality and attitude
katherine chin

12. OUTPUT STAGE
Refers to as post-decision activities.
Purchase Behavior: A trial purchase is
dependent on consumers’ satisfaction; he
may repeat the purchase.
Post Purchase Evaluation: the consumer is
experiencing the product in the process
stage. Being loyal to a certain brand or
product.
katherine chin

13. These insights into Filipino consumer purchase habits were culled from the annual
Philippines Shopper Trend Report by global information company Nielsen.
The Nielsen study, conducted between October 8 and November 23, 2011, interviewed
at least 1,500 respondents who were both "main grocery buyers and key influencers" in
urban locations nationwide.
http://www.rappler.com/business/9647-what-type-of-filipino-consumer-are-you katherine chin

14. DIFFERENT FILIPINO
CONSUMERS
Impulsive Buyer
Sale Seekers
Loyal to Brand
Green-minded
Buy Less More Often
katherine chin

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20. THANK YOU
katherine chin