consumer buyer behaviour process

1. M

3. Which will
choose?
Where to
buy?
Kinh Do
When to buy? Huu Nghi
Other
?

4. Stimulusrespond model of buyer
behaviour

5. CONSUMER BUYER
BEHAVIOUR PROCESS
Class: EBBA 3A
Instructor: Nguyen Thi Thu Trang (MSc.)
GROUP 1:
Nguyen Thi Lien
Vu Tuan Anh
Nguyen Trung Hieu

6. CONSUMER BUYER BEHAVIOUR PROCESS
I. Definition
II. Customer buyer behaviour process
1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase decision
5. Postpurchase behaviour

7. DENIFITION
Consumer behaviour is the
processes use to select, secure,
and dispose of products, services
, experiences, or ideas to satisfy
the consumer need
Economic
Psycology
Social Study

8. CONSUMER BUYER BEHAVIOUR PROCESS
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase behaviour

9. 1. Problem Recognition(awareness of
need)
The first stage of the buyer decision process
in which the consumer recognises a problem
or need.

10. Problem Recognition(awareness of need)
MASLOW’S HIERARCHY
OF NEED

11. 2. Information search
Once the problem has been
recognised, the consumer
will start to search for
items thats capable of
satisfy their need, when
they start searching
Internal search
External search

12. Information categories
According to
Philip Kotler, Personal Commercial
information sources
sources
sources fall
into 4
categories:
Public Experiential
sources Sources

13. 3. Evaluation of Alternatives
The consumer start to establish criteria for
evaluation, these criteria may differ from
person to person similar to information search
mentioned above. Rank alternatives to find
possible solution or return to step 2 - search

14. 4. Purchase decision
The stage of buyer
decision process in
which the consumer
actually buys the
product
Sudden factor
Purchase

15. 5. Postpurchase behaviour
The stage of behaviour decision process in
which consumer take further action after purchase
based on their satisfaction or disatisfaction