decision processes & purchasing activities of

people who purchase for personal/home use

not business 

Individual's intensity of interest in a product

&

Importance of the product for that person 

Consumer Problem-Solving Process

used when

buying frequently purchased, low-cost items

*items that require very little "search-and-decision" effort

Consumer Problem-Solving process

used when

purchasing products occasionally

or

needing info on unfamiliar brand in familiar category 

Consumer Problem-Solving process

used when

purchasing unfamiliar, expensive,

or infrequently bought items

unplanned buying behavior

resulting from powerful urge to buy immediately 

Consumer Buying Decision Process

                1) Problem Recognition

                2) Information Search

                3) Evaluation of Alternatives

                4) Purchase

                5) Post Purchase Evaluation

buyer aware of a difference between

desired state & actual state 

Information Search

Internal Search 

Information Search

External Search

buyers seek info from sources

(other than memory)

Evaluation of Alternatives

Consideration Set 

group of brands within product category

-buyer views as alternatives for possible purchase 

Evaluation of Alternatives

evaluative criteria

Objective & Subjective characteristics

important to buyer 

Postpurchase Evaluation

Cognitive Dissonance 

buyer's doubts shortly after purchase

**buyer's remorse 

result from circumstances, time, and location

affect the Consumer Buying Decision Process 

Physical

Social

Time

Reason

Mood 

determine people's general behavior...influencing behavior as consumer

Perception

Motives

Learning

Attitudes

Personality

Lifestyle 

selecting, organizing, interpreting

information inputs to produce meaning

sensations received through:

sight

taste

smell

touch 

(to reach awareness) 

some inputs selected, others are not

individual's changing/twisting information that

is inconsistent with personal beliefs/feelings 

remembering information inputs that support

personal feelings/beliefs

&

forgetting information inputs that don't 

internal energizing force

directs person's behavior toward satisying needs

or achieving goals 

influence where person purchases product on regular basis

three major components:

1) cognitive

                                   -knowlege/info about object

2) affective

                                   -feelings towards object

3) behavioral

                                   -actions regarding object

means of measuring consumer attitudes

gauging intensity of reactions to

adjectives

phrases

sentences

(all about the object)

internal traits & distinct behavioral tendencies

result in consistent patterns in certain situations 

pattern of living seen through

activities

interests

opinions 

forces others exert on one's buying behavior

roles

family

reference group

social class

culture

subculture 

(social influence)

Roles 

Actions/activities person is supposed to perform

based on individual & society's expectations 

process through which a person aquires the

knowlege & skills to function as a consumer 

group person identifies with so strongly that

adopt group's values, attitudes, & behavior

member of informal group who

provides information to other group members 

accumulation of values, knowlege, beliefs, customs, 

objects, & concepts of society 

groups of individuals whose values/behavior are

similar & different from the surrounding culture