INTEL Welcomes U

Be corporate friends
It should be “WE” instead of “I”
Stages of the Buying
Decision Process
 Decision Making Steps
Problem
recognition Purchase

Information Post purchase

search evaluation/
behavior

Evaluation of
alternatives
1.Problem or Need Recognition
 Triggered by internal
or external stimuli.
 Internal stimulus-
normal hunger, thirst
etc
 External stimulus
 2.Information Search
Consumer information sources fall into 4
groups
 Personal sources: family, friends, neighbors etc
 Commercial sources: advertisements, salespersons,
dealers, packaging etc
 Public source: mass media, consumer rating
organizations
 Experiential sources: Handling, examining, using the
product.
Metamediary
Edmunds.
COM, offers
a variety of
information
services to
assist those
shopping for
a vehicle.
Consumer Buying Decision Process
 3.Evaluation of alternatives

Consumer evaluation process

 Try to satisfy a need
 Looks for certain benefits from the product
 Sees each product as a bundle of attributes with
varying abilities for delivering the benefits sought to
satisfy the need.
 Attributes of interest to buyers
♫ Cameras-picture sharpness, speed, size, price
♫ Hotels-location, cleanliness, atmosphere, price
♫ Mouthwash- colour, effectiveness, germ-killing
capacity, price, taste/flavour
♫ Tire-safety, tread life, ride quality, price
 Marketing strategy to match with
customers attributes
 Redesigning (real repositioning)
 Alter the belief about the brand (psychological
repositioning)
 Alter beliefs about the competitors brand
(competitive repositioning)
 Alter the importance of weights
 Call attention to the neglected attributes
 4.Purchase decision

Evaluation of
alternatives Attitudes of
others

Purchase Purchase
Intention Decision

Unanticipated
situational
factors
I. Attitude of others
The extend to which another person’s attitude
reduces one’s preferred alternatives based on two
things
1. Other person’s negative attitude towards the
consumer’s preferred alternative
2. Consumer’s motivation to comply with the other
person’s wishes.
I. Unanticipated situational factors
A consumer’s decision to modify, postpone or
avoid a purchase decision is heavily depend
on the perceived risk.
Amount of perceived risk varies with the
-amount of money at stake.
-amount of attribute uncertainty.
-amount of consumer’s self confidence.
Consumers develop routines to reduce risk
-decision avoidance.
-information gathering from friends.
-preference to international brand.
-warranties.
Execution of purchase intention

Quantity decision
Vendor decision
A brand decision (how much/
(dealer)
how many)

Payment method
Timing decision
decision
(when)
(credit or cash)
 5.Post purchase behavior
Marketer should monitor…..
II. Post purchase satisfaction-
disappointed, satisfied, delight
III. Post purchase action-exit option, voice
option.
IV. Post purchase use and disposal-throw
it away or resale.
How Consumers Use or Dispose of
Products
 Reference
 Philip kotler’s--MARKETING
MANAGEMENT