MEANING: Decision involves a choice between two or more alternatives. Decision always require choices between different behavior.

.. Consumer decision making is the integration

process by which knowledge is combined to evaluate two or more alternative behaviors & select one
. The outcome of integration process is a choice. . The choice represented cognitively as a

behavioral intention.

STAGE MODEL OF BUYING DECISION PROCESS:

Problem recognition: The decision starts when the buyer recognizes his need The need can be influenced by internal or external stimuli.

Problem recognition

Normal needs: Hunger, thirst, sex,

Information search Ex: MS. Rose passes a bakery & see freshly made bread that stimulates her hunger.

Evaluation of alternatives

Purchase decision

Post purchase behavior

EX: Sets involved in consumer Decision making:

Total set Awareness set Consideration set Choice set Decision

Lux Liril Rexona Hamam Pears Margo

Lux Liril Rexona Hamam Pears

Lux Liril Rexona Hamam

Lux Rexona Hamam

INFORMATION SEARCH: The consumer should search for more information

regarding his needs. The consumer can looks for reading materials, phone friends & engages to learn about the actual need & requirements.

Sources of information:
1. Personal sources: Family, friends, neighbors 2. Commercial sources: Advertising, sales persons, dealers, Packaging &

displays.
3. Public sources: Mass media, consumer rating organizations. 4. Experimental sources: Handling, examining, using the product Evaluation of Alternatives:

There are several evaluation process involved in making decision. There is no single evaluation process used by all consumers. Some of the basic concepts will be helping to understand consumer evaluation process. The most current model used by consumers is the" cognitively oriented evaluation process. A consumer is trying to satisfy a need. A consumer is looking for some benefits. A consumer sees each product as a bundle of attributes with varying abilities.

PURCHASE DECISION:

In the evaluation stage the consumer forms preference among the brand in the choice set. The consumer may also form an intention to buy the most preferred brand. Some of the factors which involved in purchase decision are :

1. Attitude of others
2. Un anticipated situational factors 3. Perceived risk A consumer may make up to five purchase sub decisions. They are : 1. Brand decision 2. Vendor [ Dealer decision ] 3. Quality decision

4. Timing decision
5. Payment method decision For daily usage products, decision making is not involved so much. Ex: Salt,

Post purchase behavior: After making purchase the customer will have some experience on
product quality & satisfaction. If the product is not good, the consumers satisfaction level goes to zero. The marketers job does not end & should continue to meet the consumers expectation. The marketers must monitor the followings: 1. Post purchase satisfaction 2. Post purchase action 3. Post purchase use & disposal Post purchase satisfaction: After making purchase if the product meets 100% of consumers expectation, the consumer is satisfied. If the product & service is exceeding more to the expected level, the consumer is delighted. If not the consumer may highly dissatisfied.& this makes many difference in the market.
So it is good to the product & marketers to know about the satisfaction level on the product & their services for further promotion.

Post purchase action :

The consumer satisfied or dissatisfied with the product will influence subsequent behavior. If the consumer is satisfied, he / she can influence others to buy the product.

If the consumer is not satisfied, he/she will behave differently. Some

time they may return the product & they may take public action.

The dissatisfied consumers influence others & can stop the buying.
So the marketers should take steps to minimize the amount of consumer post purchase action & can get consumers suggestions for the improvement & more satisfaction of their product & service. Post purchase use & disposal:

If the consumers are feeling more satisfaction, they can use the product
& can buy again.

If they are not happy, they can store the product or try to sell it to
others. This will disturb the products actual sale.

So the marketers can advertise properly about the new use of the
product & to motivate the consumers to use & buy their products.

 Cognitive processing model of consumer decision making

Exposure to Environmental information

Interpretation process Attention comprehension New knowledge, Meaning ,beliefs REF: con. Beh & Mkt. strategy J. Paul peter 5th Edition Jerry. C. Olson Integration process Attitude& intentions Decision making

Memory
Strong knowledge, meanings, beliefs

Behavior