The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
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Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour.
1. Levels of Consumer Decision
Making & A Model of Consumer
Decision Making
Presented by:
Ajit Kumar Gautam
MBA-IB(3rd Sem)
2. Consumer Decision Making
Process by which consumer identify
their needs, collect information,
evaluate alternatives and make
purchase decision.
These actions are determined by
psychological and economical factors,
and are influenced by environmental
factors such as culture, group, and
social values.
3. Levels of consumer decision
making
Extensive Problem Solving
Limited problem Solving
Routinized Response Behaviour
5. Routine Response Behaviour
Little involvement in selection process
May stick with one brand
Quick Decision
Frequently purchase low cost goods
Examples are soap , shampoo etc
6. Limited Decision Making
Moderate involvement in selection
process
Purchasing process is shorter
Evaluation of few alternative brands
Examples are clothing, cosmetics
7. Extensive Decision Making
High level of involvement
High cost goods
Long time to decide
Evaluation of many brands
Examples are buying a car or a
computer
11. Need of Recognition: Result of an imbalance
between actual and desired states. E.g feeling
bored is actual state and Listen music/call a
friend is desired state.
Information Search: Recall information in
memory called as internal search. Seek
information in outside environment like web,
books, articles.
Evaluation of alternatives: Consumer use
several attributes when they are evaluating
alternative products and they are more
interested in a specific attributes. Ex. Price,
Quality, availability, service.
Purchase decision: To “Buy” or “not to buy”.
Determine which attributes are most important
in influencing Consumer’s choice.
12. Post – Purchase Behaviour
The purchasing process does not end when
consumer buys a product. After the
purchase consumer tend to evaluate their
experience to decide whether they
‘satisfied’ or ‘dissatisfied’.
The information will be used in decision
making.
The performance of the product or services
will be compare with consumer’s
expectations. a) Perceived performance
meeting expectations.
b) Perceived performance exceeds
expectations