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Decision-Making I: Need Recognition & Search

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Decision-Making I: Need Recognition & Search. Chapter 11. Consumer Decision-Making Process. Need Recognition Information Search Evaluation of Alternatives Choice Postpurchase evaluation. Decision-Making. Can be influenced by: Choice Value Motivation Emotion.

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Presentation Transcript
consumer decision making process
Consumer Decision-Making Process

Need Recognition

Information Search

Evaluation of Alternatives

Choice

Postpurchase evaluation

decision making
Decision-Making
  • Can be influenced by:
    • Choice
    • Value
    • Motivation
    • Emotion
decision making perspectives
Decision-Making Perspectives
  • Rational Decision-Making
    • Consumers think logically
  • Experiential Decision-Making
    • Feel Do Think
  • Behavioral Influence Decision-Making
    • Environmental influences
decision making approaches
Decision-Making Approaches
  • Depends upon:
    • Involvement
    • Perceived risk
      • Financial
      • Social
      • Performance
      • Physical
      • Time
decision making approaches6
Decision-Making Approaches
  • Three types:
    • Extended decision-making
      • Information sources
      • Types of products
    • Limited decision-making
      • Prior beliefs
    • Habitual decision-making
      • AKA Routine AKA Nominal
      • Brand loyalty
      • Brand inertia
        • Effects of brand loyalty
step 1 problem recognition
Step 1: Problem Recognition
  • Compare actual v. ideal state
  • What if they are equal?
step 2 information search
Step 2: Information Search
  • Search behavior
    • Behaviors that consumers engage in as they seek information that can be used to resolve a problem
  • Ongoing searches
  • Prepurchase search
  • Information overload
slide9

Universal Set

Unawareness Set

Awareness Set

Consideration Set

Inert Set

Inept Set

step 2 information search10
Step 2: Information Search
  • Internal Search
  • External Search
  • Evaluative criteria
    • Price?
    • Quality?
step 2 information search11
Step 2: Information Search
  • How long to search?
    • Product experience
    • Involvement
    • Perceived risk
    • Value of search efforts
    • Time availability
    • Shopping attitude
    • Personal factors
    • Situational influencers
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