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Decision-Making I: Need Recognition & Search

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Decision-Making I: Need Recognition & Search Chapter 11 Consumer Decision-Making Process Need Recognition Information Search Evaluation of Alternatives Choice ... – PowerPoint PPT presentation

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Title: Decision-Making I: Need Recognition & Search


1
Decision-Making INeed Recognition Search
  • Chapter 11

2
Consumer Decision-Making Process
  • Need Recognition
  • Information Search
  • Evaluation of Alternatives
  • Choice
  • Postpurchase evaluation

3
Decision-Making
  • Can be influenced by
  • Choice
  • Value
  • Motivation
  • Emotion

4
Decision-Making Perspectives
  • Rational Decision-Making
  • Consumers think logically
  • Experiential Decision-Making
  • Feel Do Think
  • Behavioral Influence Decision-Making
  • Environmental influences

5
Decision-Making Approaches
  • Depends upon
  • Involvement
  • Perceived risk
  • Financial
  • Social
  • Performance
  • Physical
  • Time

6
Decision-Making Approaches
  • Three types
  • Extended decision-making
  • Information sources
  • Types of products
  • Limited decision-making
  • Prior beliefs
  • Habitual decision-making
  • AKA Routine AKA Nominal
  • Brand loyalty
  • Brand inertia
  • Effects of brand loyalty

7
Step 1 Problem Recognition
  • Compare actual v. ideal state
  • What if they are equal?

8
Step 2 Information Search
  • Search behavior
  • Behaviors that consumers engage in as they seek
    information that can be used to resolve a problem
  • Ongoing searches
  • Prepurchase search
  • Information overload

9
Universal Set
Unawareness Set
Awareness Set
Consideration Set
Inert Set
Inept Set
10
Step 2 Information Search
  • Internal Search
  • External Search
  • Evaluative criteria
  • Price?
  • Quality?

11
Step 2 Information Search
  • How long to search?
  • Product experience
  • Involvement
  • Perceived risk
  • Value of search efforts
  • Time availability
  • Shopping attitude
  • Personal factors
  • Situational influencers

12
Step 2 Information Search
  • Search Regret
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