Académique Documents
Professionnel Documents
Culture Documents
Peter Tan
Consumer Buying Behaviour:
How do they buy? What are their When do they
choice criteria? buy?
Consumers
Who is Important?
Need Recognition/
•Need Recognition
Problem Awareness • Functional (accurate calculations, get from A to B)
• Routine Depletion (its broken)
• Emotional/Psychological (need cool clothes,
Information expensive perfume, a Ferrari rather than a ‘car’)
Search
Problem Awareness
Evaluation of ? Motivation
Alternatives Hi Motivation to Change
Current/ to Change
Desired
Purchase Situation
Delta No ?
Lo Motivation Motivation
to Change to Change
Post purchase
evaluation Lo Hi
Relative Importance
Consumer Buying Behaviour
How they Buy? Consumer Decision Making Process
– Internal Search
Need Recognition/
Problem Awareness • Review of relevant information from memory
– External Search
• Personal – friends/family
Information
• Commercial – adverts, sales people
Search
• Third Party – Which? What Car?
• Trial
Evaluation of
Alternatives
Purchase
Build Awareness Set
Post purchase
evaluation
Consumer Buying Behaviour:
How they Buy? Consumer Decision Making Process
Purchase
Repeat Purchase
Purchase Intentions
– Cognitive Dissonance
Need Recognition/
Problem Awareness • Post purchase concerns, likely to occur in four
ways,
– Expense – Did I spend too much?
Information – Difficult – So many alternatives, all good, all slightly
Search different benefits, did I make the right choice?
– Irrevocable – I have done it now!
– Tendency to experience anxiety – Purchaser is a
Evaluation of nervous sort
Alternatives
Purchase