the consumer decision process chapter 3 roger d. blackwell, paul w. miniard, and james f. engel,...

The Consumer Decision Process

CHAPTER 3

Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright© 2001 by Harcourt, Inc. All rights reserved.


How do consumers make purchase decisions?

How do firms use this information to develop new products and marketing programs?



P&G used consumer information regarding various decision process stages to create and market Dryel


Consumer Decision Process Stages


Consumer Decision Process Model

Purchase

Need Recognition

Search for Information

Consumption

Post-consumption Evaluation

Divestment

Pre-purchase Evaluation of Alternatives


Consumer Decision Process ModelNeed Recognition


Need Recognition

Need: the difference between what a person perceives to be the ideal versus the actual state of affairs


Need Recognition

Need: the difference between what a person perceives to be the ideal versus the actual state of affairs

Consumers recognize needs and seek to fulfill them, or sometimes seek to solve their problems

Knowing consumers’ needs, helps firms develop products and marketing programs to reach them more effectively (itch and scratch)


Need Recognition

Communicating a need and raising consumer awareness of need or problem

Special needs of baby teeth


Need Recognition


Individual Differences-Consumer Resources-Motivation-Knowledge-Attitudes-Personality, Values, and Lifestyle

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

MEMORY

Need Recognition


SearchInternal

Search

MEMORY

Individual Differences

Environ- mental

Influences

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Search For Information

Internal search: retrieving know-ledge from memoryExternal search: collecting informa-tion from peers, family, and the marketplace



Internal search: retrieving know-ledge from memoryExternal search: collecting informa-tion from peers, family, and the marketplace

Search may be passive as consumers become more receptive to information around them, or consumers can engage in active search behavior




Need Recognition

Search

External Search

Internal Search

MEMORY


Environmental Influences

Search: Sources of Information

Marketer Dominated

Non-Marketer Dominated Stimuli


Information Processing


M EMORY

Attention

Comprehension

Acceptance

Retention

Exposure

Stimuli:-Marketer Dominated-Nonmarketer Dominated

-Family and peers

-Publications

-Television ads

-Internet or website

-In-store displays or salespersons

-Shopping

Search: Sources of Information

Marketer Dominated

Non-Marketer Dominated Stimuli


Search: Information Processing

Exposure

Attention

Comprehension

Acceptance

Retention




SearchInternal

Search

MEMORY


Environ- mental

Influences

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Stimuli


The process of evaluating alter-natives identified from search, which leads to product or brand most likely to satisfy the consumer



The process of evaluating alter-natives identified from search, which leads to product or brand most likely to satisfy the consumer

Can use new or preexisting evalu-ations stored in memory

Evaluative criteria: standards and specifications used to compare different products and brands




Aunt Jemima maple syrup focuses on the evaluative criteria of thickness in this advertisement


Purchase

Need Recognition






SearchInternal

Search

MEMORY


Environ- mental

Influences

Purchase

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Stimuli

Purchase

Purchase decisions involve choosing a form of retailing, a specific retailer, and a particular product and brand


bebe, a retailer of up-scale clothing uses advertising to influence consumers to buy from its stores and purchase its brand


Purchase

Purchase decisions involve choosing a form of retailing, a specific retailer, and a particular product and brand

Purchase intention can change during the purchase stage--it can be influenced by factors such as in-store promotions, discounts, or stock-outs



Purchase

Need Recognition


Consumption

Prepurchase Evaluation of Alternatives




SearchInternal

Search

MEMORY


Environ- mental

Influences

Purchase

Consumption

Need Recognition

Attention

Compre-hension

Acceptance

Retention

Exposure

CDP Model

Stimuli

Consumption

The process of using the product or service purchased

Consumption can either occur immediately or be delayed


Consumption

The process of using the product or service purchased

Consumption can either occur immediately or be delayed

Consumers may use products as intended or as they choose, especially when instructions are not included or not read

How consumers use a product affects satisfaction with product


Consumption

Appealing to consumers with easy-to-use positioning

Consumption-oriented product design and benefit



Purchase

Need Recognition


Consumption






Search

Stimuli

Internal

Search

MEMORY


Environ- mental

Influences

Purchase

Consumption


Need Recognition

External Search

Attention

Compre-hension

Acceptance

Retention

Exposure

SatisfactionDissatisfaction

CDP Model

Post-consumption Evaluation Satisfaction: when expectations are met or exceeded by perceived performance

Dissatisfaction: when performance falls short of expectations

Consumption is an important determinant of satisfaction


Post-consumption Evaluation Satisfaction: when expectations are met or exceeded by perceived performance

Dissatisfaction: when performance falls short of expectations

Consumption is an important determinant of satisfaction

Cognitive dissonance: questioning decision (post-purchase regret)

Emotion affects evaluationBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.


Purchase

Need Recognition


Consumption


Divestment



Divestment

How consumers dispose of the packaging or product after use

Options include:DisposalRemarketing or resellingRecycling

Consumers’ environmental concerns about divestment may affect product choice


Divestment


Mentadent sells toothpaste in a dual-chambered pump, which can be filled with refills and reused rather than thrown away each time

Divestment

How consumers dispose of the packaging or product after use

Options include:DisposalRemarketing or resellingRecycling

Consumers’ environmental concerns about divestment may affect product choice




Search

Stimuli

Internal

Search

MEMORY


Environ- mental

Influences

Purchase

Consumption


Divestment

Need Recognition

External Search

Attention

Compre-hension

Acceptance

Retention

Exposure

SatisfactionDissatisfaction

CDP Model

Variables Shaping the Decision Process



Individual Differences:

Demographics, psychographics, values, and personality

Consumer resources

Motivation

Knowledge

Attitudes


Variables Shaping the Decision ProcessEnvironmental Differences:

Culture: values, ideas, artifacts, and symbols that help individuals interpret, communicate, and evaluate as members of society

Social Class

Family

Personal Influence

SituationBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.


Psychological Processes Influencing Consumer Behavior

Information processing

Learning

Attitude and behavior change


Types of Decision Processes


Consumer Decision Process Continuum


Midrange Problem Solving

Limited Problem Solving (LPS)

Extended Problem Solving (EPS)

High Low

Degree of ComplexityDegree of Complexity

Consumer Decision Process Continuum: Repeat Purchases


Midrange Problem Solving

Habitual Problem Solving

Extended Problem Solving

High Low

Degree of ComplexityDegree of Complexity

Limited Problem Solving


Initial Purchase

Extended Problem Solving (EPS):

Often occurs with expensive items or can be fueled by doubts and fears

Importance in making the “right decision”

All seven consumer decision making stages are often activated

Dissatisfaction is often vocal



Initial Purchase

Limited Problem Solving (LPS):

Consumers don’t have motivation, time, or resources to engage in EPS

Little search and evaluation before purchase

More common among low involvement or lower price items

Often accompanied by a feeling of indifference toward choice



Repeat Purchase Repeated Problem Solving

Habitual Decision Making



Repeat Purchase

Impulse BuyingUnplanned, spur-of-the-moment action triggered by in-store display or promotion (least complex form of LPS)

Repeated Problem Solving




Repeat Purchase

Impulse BuyingUnplanned, spur-of-the-moment action triggered by in-store display or promotion (least complex form of LPS)

Variety SeekingBrand shiftsCan be triggered because bored with current brand or because of special offer

Repeated Problem Solving



Nestle appeals to consumers’ variety seeking behavior by promoting a variety of desserts for each day of the week (variety without brand switch)


Factors Influencing Problem Solving Extent



Degree of Involvement (High-Low)

Personal Factors (self-image, health, beauty or physical condition)

Product Factors (is there perceived risk in purchasing a particular brand or product?)

Situational Factors (is the product purchased for personal use or as a gift?)


Factors Influencing Problem Solving ExtentDegree of Involvement (High-Low)

Perceptions of differences among alternatives



Time Availability How much time is available to devote to solving the problem?

How quickly does the decision need to be made?



Time Availability How much time is available to devote to solving the problem?

How quickly does the decision need to be made?

Consumers’ Mood StateHow people feel at a particular moment of time

Mood can reduce or increase length and complexity of decision process


Roger D. Blackwell Paul W. Miniard James F. Engel

Consumer Behavior

Requests for permission to make copies of any part of the work should be mailed to the following address:

Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777

Copyright© 2001 by Harcourt, Inc. All rights reserved.

the consumer decision process chapter 3 roger d. blackwell, paul w. miniard, and james f. engel,...

Documents

consumer behavior

consumer information

consumer decision processpg

consumer decision processhow

consumer awareness of

marketing programs

purchase decisions

new products