Understanding the Consumer Decision-Making Process: Stages and Influences
This lecture, presented to Dr. Nabil el Shimy by Farah Salah, Tarek Nassouf, and Amna El Moghazy, delves into the intricate stages of the consumer decision-making process. It discusses key stages, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior. It highlights how consumers may withdraw at any stage and how various factors—social, psychological, and situational—affect their decisions. The lecture also explores the distinction between internal and external stimuli that trigger needs and the importance of understanding these dynamics in marketing strategies.
Understanding the Consumer Decision-Making Process: Stages and Influences
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Presentation Transcript
Consumer Behaviour<< LeCTURE 4 >> Presented to : Dr.Nabil el Shimy Presented by : Farah Salah TarekNassouf Amna El Moghazy
How to make process in consumer decision ? • -Need recognition • - information search • -evaluation of alternatives • -purchase • -post purchase behaviour
Consider these possible variations • The consumer can withdraw at any stage prior to the actual purchase • The stages usually are of different lengths, may overlap / or skipped • buying decisions & the outcome of one can affect the others
These purchases entail all five stages of the buying – decision process • 1- The consumer lacks information about alternatives for satisfying the need. • 2- The consumer considers the amount of money involved to be large • 3- The product has considerable social importance • 4-The product is seen as having a potential for providing significant benefits • 5- involvement situations, in which the consumer either skips / or moves very quickly through stages 2 & 3 of the decision process
The Consumer Buying – Decision Process & the Factors Influencing it • Social & Group Forces • Psychological forces • Types of information • Consumer Buying Decision Process • Situational factors
What activates a need ? • 1-time • 2-changed circumstances • 3-product acquisition • 4-product consumption • 5-individual differences • 6-marketing influences
Difference between internal stimuli and external stimuli ? • The internal stimuli :- • Hunger • Thirst • person’s normal need • the external stimuli • t.v advertising • magazine ad • radio slogan • stimuli in the environment
Recognition of an Unsatisfied Need • Everyone has unsatisfied needs & wants that create discomfort • Some needs can be satisfied by acquiring & consuming goods & services • becomes strong enough to motivate a person • NEED RECOGNITION • The buying process starts • when the buyer recognizes a problem or need. • The buyer senses a difference between his or her actual state and a desired state. • The need can be triggered by internal stimuli. • From previous experience, the person has learned how to cope with this need and is motivated toward objects that he or she knows will satisfy it. • Needs can also be triggered by external stimuli.