Decision Process
Need
→Search
→Evaluate
→Purchase
Consumer Decision-Making Process
- Problem Recognition: Gap between actual and desired state
- Information Search: Internal (memory) and external sources
- Evaluation of Alternatives: Compare options using criteria
- Purchase Decision: Choose brand, dealer, timing
- Post-Purchase Behavior: Satisfaction or dissonance
Factors Influencing Behavior
| Category | Factors |
|---|---|
| Cultural | Culture, subculture, social class |
| Social | Reference groups, family, roles |
| Personal | Age, occupation, lifestyle, personality |
| Psychological | Motivation, perception, learning, attitudes |
Key Models
Howard-Sheth Model
Focuses on repeat buying and brand choice through inputs, perceptual constructs, learning constructs, and outputs.
Engel-Kollat-Blackwell (EKB)
Comprehensive model covering input, information processing, decision process, and variables.
Types of Buying Behavior
| Type | Involvement | Example |
|---|---|---|
| Complex | High, significant differences | Car, house |
| Dissonance-Reducing | High, few differences | Carpet |
| Habitual | Low, few differences | Salt, milk |
| Variety-Seeking | Low, significant differences | Cookies |
Conclusion
Key Takeaways
- Five stages: Problem → Search → Evaluate → Purchase → Post-purchase
- Influenced by cultural, social, personal, psychological factors
- Four buying types based on involvement and differences
- Marketing should target relevant stage in decision process