AsiaMarketing in Asia – Understanding Buyers and Markets, Chapter 5: Understanding Consumer Behaviour

Consumer Purchase Decision Process – Purchase Decision Process

Purchase Decision Process Stages | | 1. Problem Recognition | * Perceiving a difference between a person’s ideal and actual situations big enough to trigger a decision | 2. Information Search(seeking value) | * Suggests criteria to use, yielding brand names that might meet criteria, dvping consumer value perceptions * Internal search: scan memory for previous experiences w pdts and brands * External search criteria: insufficient past exp or knowledge, high risk of making wrong purchase decision, low cost of gathering information * Primary sources: (1) personal sources (2) public sources (3) marketer-dominated sources (info from sellers) | 3. Alternative Evaluation(assessing value) | * Evaluative criteria: factors consumer takes into consideration when evaluating product, represents objective and subjective attributes of a product/brand * (1) suggesting criteria to use for purchase, yielding brand names that meet criteria, developing consumer value perceptions * Firms identify and capitalize on both attributes to create best value * Consideration set: group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware * Evaluative criteria results in consideration set | 4. Purchase Decision(buying value) | * From whom and where? * Simultaneous evaluation of both pdt attributes and seller characteristics * When? Sale, rebate, salesperson persuasiveness, time pressure, financial circumstances | 5. Postpurchase Behaviour(value in consumption or use) | * Dissatisfied: pdt deficient (design change?) or consumer expectations too high (advert oversold features) * Sensitivity to customer’s