Influences on the consumer purchase decision process

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Influences on the consumer purchase decision
process

• Marketing mix influences
• Product
• Price
• Promotion
• Place

• Socio-cultural
• Influences
• Personal
• Influence
• Reference Groups
• Family
• Social Class
• Culture
• Subculture

• Psychological
• Influences
• Motivation
• Personality
• Perception
• Learning
• Values, Beliefs
• Attitudes
• Lifestyle

• Consumer purchase
• decision process
• Problem Recognition
• Information Search
• Alternative Evaluation
• Purchase Decision
• Post-purchase Evaluation

• Situational influences
• Purchase Task
• Social Surroundings
• Physical Surroundings
• Temporal Effects
• Antecedent States

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Purchase Decision Process
Problem Recognition Perceiving A Need
Evaluation Of Alternatives Assessing Value
Postpurchase Behavior Value in Consumption Or
Use
Information Search Seeking Value
Purchase Decision Buying Value
3
Abraham MaslowHierarchy of Needs Pyramid
(5) Self Actualization (4) Esteem Needs (3)
Social Needs (2) Safety Needs (1) Physiological
Needs
4
Selective perception filters
Messages
Selective Exposure
Selective Comprehension
Selective Retention
5
Consumer involvement, knowledge, and
problem-solving variations
Low
Routine Problem Solving (e.g., milk and bread)
Consumer Involvement
Limited Problem Solving (e.g., small appliances)
Extended Problem Solving (e.g., stocks and bonds)
High
High
Low
Consumer Knowledge
6
Comparison of problem-solving variations
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Ownership of consumer electronics among
African-Americans, Hispanics and Asian Americans
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Roles of family members in the purchase process
for crayons
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VALS 2 psychographic segments
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Consumer Decision Making ModelsAttribute
Analysis of Variance and Salience Properties

• 1- Product Examples
• Product Attributes
• Computer Memory, Software, Price
• Hotel ?
• Mouthwash ?
• Lipstick ?
• 2- Illustration PC
• Brand Memory Graphics Software Price
• Capacity Capacity Diversity
• A 10 8 6 4
• B 8 9 8 3
• C 6 8 10 5
• D 4 3 7 8

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• 3- Decision Models
• 1 Ideal Brand Model
• 2 Constrained Brand Model
• 3 Conjunctive Model Minimum attribute levels
  screen out competition brands to yield reduced
  set. Ex. PC Brands equals or exceeds (7,6,7,2)

• 4 Disjunctive Model
• Brand must exceed minimum levels on only one or
  a few attributes. Ex. PC brand where memorygt8
  graphicsgt8
• 5 Lexicographic Model
• Brands are compared as to the most important
  attribute in a hierarchal manner.
• 4- Planning, Policy Options
• 1 Real Reposition
• 2 Psychological Reposition
• 3 Competitive Reposition
• 4 Salience Reposition
• 5 Position Neglected Attributes

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Product Attribute ModelsIllustration
A(a) (.4)10(.3)8(.2)6(.1)4 8.0 (b)
(.4)8 (.3)9(.2)8(.1)4 7.8 (c) (.4)6
(.3)8(.2)10(.1)57.3 (d) (.4)4
(.3)3(.2)7(.1)8 4.7
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Constrained Brand ModelEx. (6,10,10,5)

• D(a) .410-6 .38-10 .26-10 .14-5
  3.1
• D(b) .48-6 .39-10 .28-10 .13-5 1.7
• D( c) .46-6 .38-10 .210-10 .15-5
  0.6
• D(d) .44-6 .33-10 .27-10 .18-5 3.8

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Buying Behavior and Marketing Strategies

• 1- Buying Behavior Cognitive Input and Brand
  Dimensions
• Brand Differences Cognitive Involvement
• High Low
• Significant I-Complex IV-Variet
  y Selling Buying Behavior
  Buying Behavior
• Insignificant II-Dissonance III-Habitual
  Buying
• Reducing Buying Behavior
• Behavior

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2 - Schematic