Consumer Purchase Decision Process

Study Notes

Consumer Purchase Decision Process

Five stages: Problem recognition, Information search, Alternative evaluation, Purchase decisions, Post-purchase behaviors.

Problem Recognition

Awareness of the gap between desired state and actual condition.
Example: Seeking shelter from rain when realizing one will get wet.

Information Search

Process of looking for product information, which can be:
- Internal: Based on past memories.
- External: Involves family, friends, or marketing sources.

Evaluation of Alternatives

Analysis of different brands gathered during the information search.
Evoked set: Consideration of a specific product among similar brands, like mobile phones.
Objective factors: Size, weight, dimensions.
Subjective factors: Color, style, characteristics.

Post Purchase Behaviors

Actions taken based on consumer satisfaction or dissatisfaction after purchase.

Post-Purchase Dissonance

Cognitive dissonance refers to discomfort from conflicting thoughts or beliefs; for example, feeling hesitant about a meal choice compared to other potentially better options.

Influences on Consumer Decisions

Situational: Social surroundings, physical environment, time, mood.
Psychological: Perception, motives, attitudes, personality, lifestyles.
Social: Family roles, cultural influences, social issues, subcultures.

Adoption/Rejection

Decision to adopt a product or search for alternatives.
Transition from cognitive awareness to emotional preference for a product.

Product Adoption Process

Stages include Awareness, Interest, Evaluation, Trials, and Adoption.
- Awareness: Buyer learns about the product.
- Interest: Seeking more information.
- Evaluation: Considering product benefits.
- Trials: Testing the product.
- Adoption: Final purchase and continued use.

Types of Consumer Problem Solving

Routinized: Simple, low-cost purchases requiring minimal effort.
Limited: Moderate-cost items analyzed more thoughtfully before buying.
Extended: High-cost, unfamiliar products demanding comprehensive evaluation.

Routinized Problem Solving

Involves low-cost items, such as toothpaste.
Minimal search and quick decision-making process with a preferred brand.

Limited Problem Solving

Occurs with occasional purchases or unfamiliar products.
Moderate search effort and consideration of several brands.

Extended Problem Solving

Engaged when purchasing expensive or unfamiliar products.
High search and evaluation effort prior to decision-making.

Description

Explore the five stages of the consumer purchase decision process, including problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behaviors. Understand how consumers recognize needs and evaluate options to make informed choices. This quiz will help reinforce key concepts in consumer behavior.