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Consumer Decision Process-A Generic Model

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Presentation on theme: "Consumer Decision Process-A Generic Model"— Presentation transcript:

1 Consumer Decision Process-A Generic Model
Problem Recognition Information Search Alternatives Evaluation Purchase Post-purchase Use and Reevaluation

2 Involvement and Types of Decision Making
Low-purchase involvement High-purchase involvement Nominal decision making Limited decision making Extended decision making Problem recognition Selective Problem recognition Generic Information search Internal Limited external Information search Limited internal Information search Internal External Alternative evaluation Few attributes Simple decision rules Few alternatives Alternative evaluation Many attributes Complex decision rules Many alternatives Purchase Postpurchase No dissonance Limited evaluation Postpurchase No dissonance Very limited evaluation Postpurchase Dissonance Complex evaluation

3 The Process of Problem Recognition
Desired consumer lifestyle The way the consumer would like to live and feel Current situation Temporary factors affecting the consumer Desired state The condition the consumer would like to be in at this point in time Actual state The condition the consumer perceives himself or herself to be in at this point in time Nature of discrepancy Difference between the consumer’s desired and perceived conditions Desired state exceeds actual state Actual state exceeds desired state No difference Satisfaction Problem recognized Search decision initiated

4 Nonmarketing Factors Affecting Problem Recognition
Less than Equal to Greater than Culture/subculture Social status Reference group Household characteristics Financial status/expectations Previous decisions Individual development Emotions Motives Situation Desired State Actual State Past decisions Normal depletion Product/brand performance Government/consumer groups Availability of products

5 Measuring Consumer Problems
Survey, Focus Groups, and Observational studies Freshmen on campus Pre-teens Vegans Recently Retired couples Activity Analysis Product Analysis Problem Analysis Human Factors Research Emotion Research (A food product firm)

6 Marketing Strategy and Problem Recognition
Generic problem recognition Selective problem recognition Activating problem recognition Suppressing problem recognition

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