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  • 8/2/2019 Consumer Purchase Decision Process

    1/20

    Sameer Mathur

    http://www.smathur.com

    The Consumer Purchase

    Decision Process- 5 crucial steps

  • 8/2/2019 Consumer Purchase Decision Process

    2/20

    2

    FREE TEACHING RESOURCES

    ON MARKETING MANAGEMENTat www.smathur.com/teaching.php

    Over 100,000 views by

    Management students andbusiness professionals from

    over 90 different countries

    These presentations are part of Sameer Mathur's teaching portfolio.

    They are free to view or download for non-profit, academic use.

    Disclaimer: These teaching materials have been compiled from multiple, non-credited

    sources for non-profit, academic use. Copyright is retained by the original content creators.

    Sameer Mathur, Ph.D.Assistant Professor (Marketing)

    Web: www.smathur.com

    Email: [email protected]

    Twitter: @ProfessorMathur

    Facebook: Click Here

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    Needs..

    3

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    Consumer Purchase Decision ProcessConsumer Purchase Decision Process

    4

    ProblemRecognition

    ProblemRecognition

    InformationSearch

    InformationSearch

    Evaluation ofAlternatives

    Evaluation ofAlternatives

    PurchaseDecision

    PurchaseDecision

    Post PurchaseBehavior

    Post PurchaseBehavior

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    Needs..

    5

  • 8/2/2019 Consumer Purchase Decision Process

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    Maslows Hierarchy of Needs

    6

    Whats your#$%^

    problem?

    Whats your#$%^

    problem?

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    Consumer Purchase Decision ProcessConsumer Purchase Decision Process

    7

    ProblemRecognition

    ProblemRecognition

    InformationSearch

    InformationSearch

    Evaluation ofAlternativesEvaluation ofAlternatives

    PurchaseDecisionPurchaseDecision

    Post PurchaseBehavior

    Post PurchaseBehavior

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    INTERNAL search

    scanning of one's memory to recall

    previous experiences or knowledge

    concerning solutions to the problem

    EXTERNAL search

    past experience or knowledge is

    insufficient

    risk of making a wrong purchase decisionis high

    cost of gathering information is low

    Personal sources

    Public sources

    Marketer-

    dominated sources

    The evoked set

    Information SearchInformation Search

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    Consumer Purchase Decision ProcessConsumer Purchase Decision Process

    9

    ProblemRecognition

    ProblemRecognition

    InformationSearch

    InformationSearch

    Evaluation ofAlternativesEvaluation ofAlternatives

    PurchaseDecisionPurchaseDecision

    Post PurchaseBehavior

    Post PurchaseBehavior

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    Involvement Matters..

    10

  • 8/2/2019 Consumer Purchase Decision Process

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    Consumer Purchase Decision ProcessConsumer Purchase Decision Process

    11

    ProblemRecognition

    ProblemRecognition

    InformationSearch

    InformationSearch

    Evaluation ofAlternativesEvaluation ofAlternatives

    PurchaseDecisionPurchaseDecision

    Post PurchaseBehavior

    Post PurchaseBehavior

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    12

    Influences on thePurchase

    Decision Process

    Influences on thePurchase

    Decision Process

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    Consumer Purchase Decision ProcessConsumer Purchase Decision Process

    13

    ProblemRecognition

    ProblemRecognition

    InformationSearch

    InformationSearch

    Evaluation ofAlternativesEvaluation ofAlternatives

    PurchaseDecisionPurchaseDecision

    Post PurchaseBehavior

    Post PurchaseBehavior

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    Post Purchase

    Cognitive DissonanceCognitive Dissonance

    Did I make a good decision?Did I make a good decision?

    Did I buy the right product?Did I buy the right product?

    Did I get a good value?Did I get a good value?

  • 8/2/2019 Consumer Purchase Decision Process

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    Sour Grapes

    a story of

    cognitivedissonance

    after being unable to reach the grapes the fox

    said, these grapes are probably sour, and if I hadthem I would not eat them.

    --Aesop

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    16

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    Consumer Purchase Decision ProcessConsumer Purchase Decision Process

    17

    ProblemRecognition

    ProblemRecognition

    InformationSearch

    InformationSearch

    Evaluation ofAlternativesEvaluation ofAlternatives

    PurchaseDecisionPurchaseDecision

    Post PurchaseBehavior

    Post PurchaseBehavior

  • 8/2/2019 Consumer Purchase Decision Process

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    ReadingsReadings

    P116, Consumer Purchase Decision Process

    P116, Problem Recognition

    P116, Information Search

    P117, Alternative Evaluations

    P117, Purchase Decision

    P118, Postpurchase BehaviourP118, Involvement and Problem-Solving

    Variations

    P120, Situational Influences

    18

  • 8/2/2019 Consumer Purchase Decision Process

    19/20

    19

    FREE TEACHING RESOURCES

    ON MARKETING MANAGEMENTat www.smathur.com/teaching.php

    Over 100,000 views by

    Management students andbusiness professionals from

    over 90 different countries

    These presentations are part of Sameer Mathur's teaching portfolio.

    They are free to view or download for non-profit, academic use.

    Disclaimer: These teaching materials have been compiled from multiple, non-credited

    sources for non-profit, academic use. Copyright is retained by the original content creators.

    Sameer Mathur, Ph.D.Assistant Professor (Marketing)

    Web: www.smathur.com

    Email: [email protected]

    Twitter: @ProfessorMathur

    F

    acebook: Click Here

  • 8/2/2019 Consumer Purchase Decision Process

    20/20

    20

    Sameer Mathur, Ph.D.Assistant Professor (Marketing)

    Web: www.smathur.com

    Email: [email protected]

    Twitter: @ProfessorMathur

    F

    acebook: Click Here

    RELA

    TE

    D SL

    IDE

    SCLICK BELOW TO LEARN ABOUT:1. Cigarette Advertising - Then and Now

    2. New Product Development

    POPULAR SLIDESCLICK BELOW TO LEARN ABOUT:

    1. Segmentation and Targeting

    2. Positioning, Perceptual Maps


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