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Consumer Behaviour Notes

The document summarizes the consumer purchase decision process in five stages: 1) problem recognition, where a consumer perceives a need, 2) information search, where a consumer seeks information to clarify options, 3) alternative evaluation, where a consumer evaluates different options, 4) purchase decision, where a consumer decides what to purchase, and 5) post-purchase behavior, where a consumer evaluates the purchase after buying. The document then describes the first two stages in more detail: problem recognition involves perceiving a difference between one's ideal and actual situation, while information search involves seeking internal memory or external sources to clarify options.

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Satyashil Chaurey
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215 views

Consumer Behaviour Notes

The document summarizes the consumer purchase decision process in five stages: 1) problem recognition, where a consumer perceives a need, 2) information search, where a consumer seeks information to clarify options, 3) alternative evaluation, where a consumer evaluates different options, 4) purchase decision, where a consumer decides what to purchase, and 5) post-purchase behavior, where a consumer evaluates the purchase after buying. The document then describes the first two stages in more detail: problem recognition involves perceiving a difference between one's ideal and actual situation, while information search involves seeking internal memory or external sources to clarify options.

Uploaded by

Satyashil Chaurey
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
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11/19/11

CONSUMER PURCHASE DECISION PROCESS

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Consumer behavior
The actions a person takes in purchasing and using products and services, including the mental and social processes that precede and follow these actions. The behavioral sciences help answer questions such as : Wh people choose one product or brand over another, How the make these choices, and How companies use this knowledge to provide value to consumers

I. CONSUMER PURCHASE DECISION PROCESS


Behind the visible act of making a purchase lies a decision process that must be investigated. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. : 1. problem recognition, Five Stages 2. information search, 3. alternative evaluation, of purchase decision, and Consumer Behavior 4. 5. post-purchase behavior.

A. Problem Recognition: Perceiving a Need


Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts.

B. Information Search: Seeking Value


The information search stage clarifies the options open to the consumer and may involve
www-rohan.sdsu.edu/ renglish/370/notes/chapt05/

Internal

Scanning one s memory to recall previous experiences with products or brands.

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