Customer decision process

1
Customer decision process
ProblemRecognition
InformationSearch
AlternativeEvaluation
Choice andPurchase
Post-purchaseExperience
2
Problem Recognition

• Problem or solution stimuli (trigger)
• Internal or external stimuli
• Need state or Want state recognized
• Does marketing create needs and wants?

3
Information Search

• What level of information does the customer start
  with? How much does s/he realize is unknown?
• Awareness set (A) evoked set (E) consideration
  set (C).

A
E
C
4
More on Info Search

• Sources of information
• Marketer sources
• Nonmarketer sources
• Search strategies
• Routine problem solving
• Limited problem solving
• Extended problem solving

5
Still More on Info Search

• Search strategies systematic vs. heuristic
• Heuristics short-cuts, rules-of-thumb
• For instance purchase a known brand
• Amount of search
• Involvement importance
• Perceived risk
• Familiarity and expertise
• Time pressure
• Functional vs. expressive product nature
• Information overload

6
Alternative Evaluation

• Compensatory vs. non-compensatory models
• Compensatory used in extended problem solving
• Non-compensatory used in routine or limited
  problem solving, or as a first stage in a two
  stage process

7
Choice and Purchase

• Choice identification gt Purchase intentgt
  Purchase implementation
• Why would a consumer delay or not purchase the
  alternative that is chosen?

8
Post Purchase Experience

• Decision confirmation and cognitive dissonance
• Evaluation of experience
• Satisfaction or dissatisfaction -- expectations
• Future response

9
Types of Households
10
Traditional Family Life Cycle
11
Why does role specialization occur in household
decisions?

• Time pressures who has time to
• Household roles decisions fit within an
  established division of activities
• Experience, expertise
• Preferences I like to do the grocery
  shopping.
• Negotiated division of activities

12
Patterns of Joint Decisions

• Autonomous decision by wife or husband
• Decision dominated by wife
• Decision dominated by husband
• Syncratic decision

13
Factors influencinginter-spousal roles

• Gender role orientation
• Spouse employment status
• Stage in family life cycle
• Time pressure
• Importance of purchase
• Socioeconomic development of population

14
Influence of children

• Influence on decisions for childs consumption
  e.g. cereal, clothing purchased by parent
• Influence on decisions for joint household
  consumption e.g. TV, car, house, etc.
• Direct purchase, using own money, for personal
  consumption (or gifts)

15
Development of Roles

• Consumer Socialization
• Intergenerational influence
• Parent to child learning
• Reverse influence
• Across households
• Relative influence affected by closeness of
  family relationship authority relationship

16
Conflict

• Shared roles causes conflict
• Distributed roles
• Differences in goals (market values) or
  perceptions (evaluation of alternatives)
• Resolution strategies
• Problem solving I need this CD for when we go
  on trips.
• Persuasion Youll like it, too.
• Bargaining I wont complain about homework
  anymore.
• Politicking Mom said I could get it.