Consumer decision process

5 Stage model of decision process

Problem Recognition

The buying process starts when the buyer recognizes a problem or need, triggered by internal or external stimuli.

Maslow's hierarchy of needs

Internal stimuli

WantNeed

External stimuliMotivation

I should watch this

Information search

Information sources

Personal

Commercial

Public

Experimental

By gathering information, the consumer learns about competing brands and their features

Evaluation of Alternatives

Choose with highest perceived value

Evaluation of Alternatives

Satisfy a need

Each product abilities for delivering the benefits

Purchase decisionIn the evaluation stage, the consumer forms preferences among the brands1

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4

Sub decisions

Brand Dealer Quantity

Time Payment method

HeuristicNon compensatory models

Post purchase behavior-satisfaction

Delighted Satisfied Disappointed

Post purchase behavior-action

+ve word of mouth -ve word of mouth

Go buy it Never Never buy it

Post purchase behavior-disposal

SummaryThe typical buying process consists of the following sequence of events: problem recognition, information search, evaluation of alternatives, purchase decision, and post purchase behavior

CreditKOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition,Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)