Unit - II

Consumer Decision ProcessConsumer Decision Making Unit 2

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Consumer Decision ProcessModel - Stages - Factor influencing CDPPre-purchase process

Need recognition:- Its importance - factors triggering need recognition

Information Search:- internal vs external search - its importance – amount of search

Determining alternatives:- constructing the consideration set - Evaluation of alternatives - pre-existing vs new evaluator - Process involved in constructing evaluations - Compensatory vs non-compensatory evaluation strategies

Overview of Unit 2

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2006 saw the launch of Fair And Lovely’s brand extension Menz Active in the Indian market. Menz Active is HLL’s reply to the much hyped and much discussed launch of Fair And Handsome by Emami Limited.

In 2005 Emami launched India’s first fairness cream for men. Indian fairness cream market is worth around Rs 1000 crores. But why fairness cream for men? Research suggests that 28 % of all fairness cream users are men. That makes sense for a serious brand in that segment isn’t it?

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CDB Model

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Need recognition

Information Search

Pre-purchase evaluation of alternatives

Purchase Intention / Purchase

Consumption

Post-consumption evaluation

Divestment

Consumer Decision Process Model

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CDB Stages

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Stage 1: Need Recognition

Need Recognition

Memory

Individual Influences

Environmental

Influences

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Need Recognition

Individual Influences

Environmental

Influences

Search

Internal Search

External Search

Memory

Stage 2: Search for information

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Stage 2a: Internal SearchExposure

Attention

Comprehension

Acceptance

Retention

Stimuli-Marketer dominated-Non-marketer dominated

Memory

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Stage 3: Pre-prurchase evaluation

Exposure

Attention

Comprehension

Acceptance

Retention

Stimuli-Marketer dominated-Non-marketer dominated

Memory

External Search

Need Recognition

Individual Influences

Environmental Influences

SearchIntern

al Search

Pre-purchase

evaluation of alternatives

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Stage 4: PurchaseExposure

Attention

Comprehension

Acceptance

Retention

Stimuli-Marketer dominated-Non-marketer dominated

Memory

External Search

Need Recognition

Individual Influences

Environmental Influences

SearchIntern

al Search

Pre-purchase

evaluation of alternatives

Purchase

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Stage 5: Consumption

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Exposure

Attention

Comprehension

Acceptance

Retention

Stimuli-Marketer dominated-Non-marketer dominated

Memory

External Search

Need Recognition

Individual Influences

Environmental Influences

SearchIntern

al Search

Pre-purchase

evaluation of alternatives

Purchase

Consumption

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Stage 6: Post-Consumption

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Exposure

Attention

Comprehension

Acceptance

Retention

Stimuli-Marketer dominated-Non-marketer dominated

Memory

External Search

Need Recognition

Individual Influences

Environmental Influences

SearchIntern

al Search

Pre-purchase evaluation of alternatives

Purchase

Consumption

Post -Consumption

Dissatisfaction Satisfaction

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Stage 7: Divestment

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Exposure

Attention

Comprehension

Acceptance

Retention

Stimuli-Marketer dominated-Non-marketer dominated

Memory

External Search

Need Recognition

Individual Influences

Environmental Influences

SearchIntern

al Search

Pre-purchase evaluation of alternatives

Purchase

Consumption

Post -Consumption

Dissatisfaction Satisfaction

Divestment

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Factors influencing CDB

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Individual differences

•Demographics, Psychographics, Values and Personality •Consumer resources•Knowledge•Attitudes

Environmental Influences•Culture •Social Class•Family•Personal Influence•Situation

Psychological Influences

•Motivation•perception•Learning •Attitude and Behavior change

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Factors that shape Decision Process