2. The process that consumers go
through when buying products and
services
Before, during and after making
purchases
3. Consumer Decision Process Steps
Need
RecognitionDo you have a
unsatified need ?
Do you desire to
change it ? And how
soon ?
Information Search
Where would you go
to fufil this need?
What options do you
have ? Internal or
External search
Alternative
EvaluationWhy did you pick this
place or person ?
Do you have to be
loyal to the same
place or person ?
Purchase&Consumpti
onYou’re ready to buy
item?
Was this really the
item or service you
wanted ?
Post
PurchaseWas this consumer
satisfied ?
Will they repeat the
purchase ?
3
4. NEEDRECOGNITION
The consumer recognize that
the have a need and they must
decide if they would like to fulfill
this now or is this something
that can wait.
So you decide is this a need or
want. Example you need to eat
and drink. Your body will let you
know if you're thirsty or hungry
Now! you have your WANTS
Yes! You can eat a nice salad,
or you may want to eat a
brownie with ice cream.
Sometimes your wants can
seem like a need
Functional Needs would be
like a car , motorbike or bus.
They all do the same as of
transportation to get you to
where you need to be.
Not every consumer needs the
same power or has the same
time limit.
Psychological Needs is your
personal gratification.
Example: Shoes you can
purchase at Walmart if you just
need shoes and it doesn’t
matter to you just long as it is
protecting your feet. Some
people might prefer to wear
Nike and Puma.
Most celebrities high end
shoes because of the satisfy
their need even though shoes
may do the same.
4
5. External/Internal
Internal Search
would be your own
knowledge or
memory of a product
or service.This is if
you choose to go to
your favorite
restaurant and order
that particular
cravern that you like.
External Search
where the consumer
would seek out
information from
family, friends or
salesperson. You
could feel like you
need more
knowledge than just
your own
experience.
Control
Internal Locus of
Control are people
that believe that
they have control of
the outcome of their
actions. They will do
more research.
External Locus of
Control are people
believe in fate and
don’t do a lot of
research. They don’t
plan as much and
go with the flow
Actual or Perceived 5
Risk1. Performance
perceived danger or
poorly performing
product
2. Financial the
initial cost of the
purchase
3. Social this is
when the
consumersfears
others might not
look at the purchase
positive
4.Phychological the
risk of buying a
product and it does
not perform
expected
5. Psychological this
is when people feel
product or service
does not have the
right image
INFORMATIONSEARCH
5
6. EVALUATIONOF
ALTERNATIVES
Attributes Sets
Universal Sets
would be all
possible choices the
comsumer can
consider
But the consumer
can't recall all, so
they rely on
Retrieval Sets that
goes off memory of
that brand
Evoked Set is when
another brand or
store can change
the consumer
purchase decison
Evaluative Criteria
is whats important
and a particular
product
Determinant whats
important and
desirable
Consumer
RulesCompensatory
Rule
Consumer can
tradeoff something
could be more
exspensove but the
product has
everything that
person needs
Multi Attribute
model where you
can use this model
to score to
determine which is
important
Choice of
Architecture
Represents an effort
to influence
consumers through
design
Another choice is
Default which deals
with no action by
imposing a choice
on a person who
fails to decide
Personal
information you can
agree to Opt in or
Opt out
6
7. POST PURCHASE
The final step in
consumer decision
purchase
• Marketers can get a lot of detail
information and will be able to see if the
customer was satisfied , spread positive
word or make another purchase. The
customer will have 3 post purchase
outcomes Customer satisfaction,
Postpurchase cognitive, Customer loyalty
• Customer Satisfaction is setting high
expectations for consumers and setting
the low is poor strategy. Encourage
feedback and stand behind your product
• Cognitive Dissonance is when you
question the purschase after the
customer decision has been made
• Customer Loyalty is where marketers
wants to develop a relationship so that
way, they only buy that brand or their
store
• Undesirable Consumer Behavior is a
firm's worst nightmare, even though the
goal is having everyone satisfied that’s
not the case. Consumers can have
negative word of mouth and with
technology a review can be shared and
instantly to other viewers in minutes
7
8. Psychological
Factors
Motives , Attitdues
Perceptions, Learning
and memory and
lifestyle
Social
Factors
Family, Reference
Groups and Culture
Marketing
Mix
Product, Price, Place
and Promotion
Situational
Factors
Purchase Situation,
Sensory Situation,
Temporal State
Factors Affecting The Consumer
Decision Process
8
9. Psychological Factors
9
Motives Attitude
It influences your
decisions and actions
Its your own personal
evaluation about
almost everything
Learning &
memoryOrganize and interpret
information and form a
meaningful picture of
the world
Perception
A customer change in
thought process
Memories influence
the decision making
Lifestyle
How customers spend
their time and money
Certain brands may
support your lifestyle
A need or want that
drives a person to seek
satisfaction
10. SOCIAL FACTORS
External Social Environment
Family
When it comes to
purchasing products or
services people gravitate
towards if the entire
family can use.
Affect Buying Decisions
Reference
Group
Influences
Cultur
e
Share
meanings,beliefs,morals,
values
10
One or more individual
that use comparisons
base off beliefs, feeling
and behaviors
11. SITUATIONAL FACTORS
MARKETING MIX
Purchase Situation
• These factors can influence
and override your social and
psychological issues
• Depending on the customers
situations what you may buy
for yourself you might not buy
for others
Sensory Situation and Temporal
State
• When a customers enters a
store five senses can strongly
change a person decision.
Which is Visual, Auditory,
Olfactor(Smell),Tactile(Touch)
and Taste
• Temporal State A person state
of mind can determine the
buying situation some people
can be different during the
day and another at night
Product, Price, Place and
Promotion
Month, Years
• Product whats the brand?
Name,What would it look like
?
• Price Whats the value? Who
could afford this item? Will
you offer discounts ?
• Place Who are your
competiers? Where are
customers the most ?
• Promotion Tv, Radio, Online
and whats the best way for
your company ?
11
12. Consumer Behavior
Consumer behavior is very
broad.
Marketers can predict as
much as they can to help
them to see potential future,
but nothing is for sure.
I do feel like with online
surveys and reviews you're
more connected with the
consumer and you have an
opportunity to correct any
mistakes to be better.
