Title: Influences on the consumer purchase decision process
1Influences 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
2Purchase 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
3Abraham MaslowHierarchy of Needs Pyramid
(5) Self Actualization (4) Esteem Needs (3)
Social Needs (2) Safety Needs (1) Physiological
Needs
4Selective perception filters
Messages
Selective Exposure
Selective Comprehension
Selective Retention
5Consumer 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
6Comparison of problem-solving variations
7Ownership of consumer electronics among
African-Americans, Hispanics and Asian Americans
8Roles of family members in the purchase process
for crayons
9VALS 2 psychographic segments
10Consumer 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
11- 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
12Product 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
13Constrained 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
14Buying 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
152 - Schematic