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1、,CHAPTER 3,The Consumer Decision Process,The Consumer Decision Process,The Consumer Decision Process,How do consumers make purchase decisions?How do firms use this information to develop new products and marketing programs?,The Consumer Decision Process,The CDP represents a road map of consumers min
2、ds that marketers and managers can use to help guide product mix, communications, and sales strategies,The Consumer Decision Process,P&G used consumer information regarding various decision process stages to create and market Dryel,By permission of Drexel.,Consumer Decision Process Stages,Consumer D
3、ecision Process Model,Purchase,Need Recognition,Search for Information,Consumption,Post-consumption Evaluation,Divestment,Pre-purchase Evaluation of Alternatives,Consumer Decision Process Model,Need Recognition,Need Recognition,An individual senses a difference between what he or she perceives to be
4、 the ideal versus the actual state of affairs,Need Recognition,Consumers recognize needs and seek to fulfill them, or seek a product to solve their problems Knowing consumers needs helps firms develop products and marketing programs to reach them more effectively,Need Recognition,Individual Differen
5、ces - Consumer Resources - Motivation - Knowledge - Attitudes - Personality, Values,and Lifestyle,Environmental Influences - Culture - Social Class - Personal Influence - Family - Situation,MEMORY,Need Recognition,Consumer Decision Process Model,Need Recognition,Search for Information,Search,Interna
6、l Search,MEMORY,Individual Differences,Environ- mental Influences,Need Recognition,Attention,Comprehension,Acceptance,Retention,Exposure,CDP Model,Stimuli,Search for Information,Internal search: retrieving know-ledge from memory or genetic tendenciesExternal search: collecting informa- tion from pee
7、rs, family, and the marketplace,Search for Information,Search may be passive as consumers become more receptive to information around them, or active if they engage in search behavior Search refers to a receptivity of information that solves problems or needs rather than a search for specific produc
8、ts,Search for Information,Need Recognition,Search,External Search,Internal Search,MEMORY,Individual Differences,Environmental Influences,Search: Sources of Information,Marketer Dominated Non-Marketer Dominated Stimuli,- Advertising - Salespeople - Infomercials - Websites - Point-of-sales materials,S
9、earch: Sources of Information,Marketer Dominated,- Friends - Family - Opinion leaders - Media,Search: Sources of Information,Non-Marketer Dominated Stimuli,Information Processing,As a consumer is exposed to information from external search, they begin to process the stimuli,Information Processing,M
10、EMORY,Attention,Comprehension,Acceptance,Retention,Exposure,Stimuli: - MarketerDominated - Nonmarketer Dominated,Search: Information Processing,ExposureAttentionComprehensionAcceptanceRetention,Ads That Create a Brand Image,Ad that creates a brand image,Consumer Decision Process Model,Need Recogniti
11、on,Search for Information,Pre-purchase Evaluation of Alternatives,Pre-purchase Evaluation of Alternatives,Search,Internal Search,MEMORY,Individual Differences,Environ- mental Influences,Need Recognition,Attention,Comprehension,Acceptance,Retention,Exposure,CDP Model,Stimuli,Pre-purchase Evaluation o
12、f Alternatives,The process of evaluating alternatives identified from search, which leads to a product or brand selection most likely to satisfy the consumer,Pre-purchase Evaluation of Alternatives,Can use new or preexisting evaluations stored in memoryEvaluative criteria: standards and specificatio
13、ns used to compare different products and brandsAlternative can be considered on attributes that are salient or determinant,Pre-purchase Evaluation of Alternatives,Salient attributes such as price and reliability are important to the consumerDeterminant attributes such as a cars style and finish usu
14、ally determine which brand or store consumers choose,Consumer Decision Process Model,Purchase,Need Recognition,Search for Information,Pre-purchase Evaluation of Alternatives,Pre-purchase Evaluation of Alternatives,Search,Internal Search,MEMORY,Individual Differences,Environ- mental Influences,Need R
15、ecognition,Attention,Comprehension,Acceptance,Retention,Exposure,CDP Model,Stimuli,Purchase,Purchase,Acquisition of the product that involves choosing a specific retailer, and in-store choices,Purchase,Acquisition of the product that involves choosing a specific retailer, and in-store choicesPurchase intention can change during the purchase stageit can be influenced by factors such as in-store promotions, discounts, salespeople, failure to find the product, or lack of financial resources,Consumer Decision Process Model,Purchase,
