4. 1. Consumer as decision maker
2. Consumer as social being
5. Four basic stages of consumer decision making
1. Need recognition
2. Information search and alternative evaluation
3. Purchase
4. Post purchase use and evaluation
6. • Need states arises when ones desired state of affaires differs from one’s
actual state
• When a current product isn’t performing properly
• When the consumer is running out of a product
• When another product seems superior to the one currently used
9. Total set awareness set consideration set choice set decision
Head&shoulders Head&shoulders Head&shoulders ?
Clear Clear Clear Head&shoulders
Dove Dove Dove Clear
Himalaya Pantene Pantene Dove
Pantene Sunsilk
Sunsilk Loreal
Loreal Garnier
Garnier Himalaya
Nizoral
Asda
Elvive
…….
10.
11.
12. Psychological discomfort caused by inconsistencies among a
person’s beliefs, attitudes, and actions
Varies in intensity based on importance of issue and degree of
inconsistency
13.
14. Culture is what people do, or “the total life ways of a people,
the social legacy the individual acquires from his group”