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Week 2CHAPTER 3
The Consumer Decision
Process
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A )The Consumer Decision Process
The CDP represents a road map of
consumers’ minds that marketers
and managers can use to help
guide product mix,
communications, and sales
strategies
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Consumer Decision Process Model
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
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1) Need / Problem Recognition
M
E
M
O
R
Y
Need
Recognition
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Environmental
Influences
- Culture
- Social Class
- Personal Influence
- Family
- Situation
Individual Differences
- Consumer Resources
- Motivation
- Knowledge
- Attitudes
- Personality, Values,
and Lifestyle
2) Search for Information
Need
Recognition
Internal
Search
M
E
M
O
R
Y
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Search
External
Search
Environmental
Influences
Individual
Differences
Search: Sources of Information
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Information Processing
Exposure
Stimuli:
- Marketer
Dominated
- Nonmarketer
Dominated
Attention
Comprehension
Acceptance
Retention
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M
E
M
O
R
Y
Ad that creates a brand image
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Need Recognition
3) CDP Model
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
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Search
Pre-purchase
Evaluation of
Alternatives
Environmental
Influences
Individual
Differences
Pre-purchase Evaluation of
Alternatives based on:
Salient/ important attributes such
as price and reliability are
important to the consumer
Determinant attributes such as a
car’s style and finish usually
determine which brand or store
consumers choose
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Need Recognition
4) CDP Model
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
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Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Environmental
Influences
Individual
Differences
Need Recognition
5) CDP Model
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
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Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Consumption
Environmental
Influences
Individual
Differences
Need Recognition
6) CDP Model
Internal
Search
Exposure
Stimuli
Attention
Comprehension
Acceptance
Retention
External
Search
M
E
M
O
R
Y
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Individual
Differences
Consumption
Post-consumption
Evaluation
Dissatisfaction
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Environmental
Influences
Satisfaction
Post-Consumption Evaluation
Cognitive dissonance: questioning
the purchase decision (postpurchase regret)
Usually, the higher the price, the
higher the level of cognitive
dissonance
Emotion strongly affects the
evaluation of a product or
transaction
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7) Consumer Decision Process Model
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
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Divestment
How consumers dispose of the
packaging or product after use
Options include:
Disposal
Remarketing or reselling
Recycling
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B) Variables Shaping the Decision
Process
Individual Differences:
Demographics, psychographics,
values, and personality
Consumer resources- money, time,
info reception
Motivation
Knowledge
Attitudes
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Variables Shaping the Decision
Process
Environmental Differences:
Culture
Social Class
Family
Personal Influence – affected with
people closely associate
Situation behaviors
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Variables Shaping the Decision
Process
Psychological Processes
Influencing Consumer Behavior
Information processing – how people
digest information
Learning – how people learn?
Attitude and behavior change - how
people able to change
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c) Types of Decision Processes
1
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Types of Decision Processes
Initial Purchase
Extended Problem Solving (EPS):
Often occurs with expensive items or
can be fueled by doubts and fears
Importance in making the “right
choice”
All seven consumer decision making
stages are often activated
Dissatisfaction is often vocal
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Types of Decision Processes
Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation,
time, or resources to engage in EPS
Little search and evaluation before
purchase
Need recognition leads to buying
action; extensive search and evaluation
often avoided as the purchase is not of
great importance
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Types of Decision Processes
4
Repeat Purchases
Repeated Problem Solving
Habitual Decision Making
5
Impulse Buying
Variety Seeking
Consumers may be satisfied with the
6 present brand but still engage in brand
switching
Can be triggered because bored with
current brand or because of special offer
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D) Factors Influencing Problem
Solving Extent
Degree of Involvement (High-Low)
Personal Factors (high if effect selfimage, health, beauty, or physical
condition)
Product Factors (high if perceived risk in
purchasing and using a particular brand
or product)
Situational Factors (is the product
purchased for personal use or as a gift?)
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Factors Influencing Problem
Solving Extent
Perceptions of differences among
alternatives
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Buying a dream car is a high
involvement purchase
Fin
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