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Levels of Consumer Decision
Making & A Model of Consumer
Decision Making
Presented by:
Ajit Kumar Gautam
MBA-IB(3rd Sem)
Consumer Decision Making
 Process by which consumer identify
their needs, collect information,
evaluate alternatives and ...
Levels of consumer decision
making
 Extensive Problem Solving
 Limited problem Solving
 Routinized Response Behaviour
Consumer Involvement
Routine
Response
Behaviour
Limited Decision
making
Extensive Decision
making
Less Involvement High In...
Routine Response Behaviour
 Little involvement in selection process
 May stick with one brand
 Quick Decision
 Frequen...
Limited Decision Making
 Moderate involvement in selection
process
 Purchasing process is shorter
 Evaluation of few al...
Extensive Decision Making
 High level of involvement
 High cost goods
 Long time to decide
 Evaluation of many brands
...
A Model of Consumer
Decision Making
Consumer decision making
process
Need of Recognition Information Search
Evaluation of
Alternatives
Purchase DecisionPost-P...
Need of Recognition: Result of an imbalance
between actual and desired states. E.g feeling
bored is actual state and Liste...
Post – Purchase Behaviour
 The purchasing process does not end when
consumer buys a product. After the
purchase consumer ...
Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour.
Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour.
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Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour.

This presentation explains the 'levels of consumer decision making and its model in consumer behaviour' .

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Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour.

  1. 1. Levels of Consumer Decision Making & A Model of Consumer Decision Making Presented by: Ajit Kumar Gautam MBA-IB(3rd Sem)
  2. 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. 3. Levels of consumer decision making  Extensive Problem Solving  Limited problem Solving  Routinized Response Behaviour
  4. 4. Consumer Involvement Routine Response Behaviour Limited Decision making Extensive Decision making Less Involvement High Involvement
  5. 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. 6. Limited Decision Making  Moderate involvement in selection process  Purchasing process is shorter  Evaluation of few alternative brands  Examples are clothing, cosmetics
  7. 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
  8. 8. A Model of Consumer Decision Making
  9. 9. Consumer decision making process Need of Recognition Information Search Evaluation of Alternatives Purchase DecisionPost-Purchase Behaviour
  10. 10. 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.
  11. 11. 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

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