7/31/2019 Ppt of Buying Decision Process

1/16

7/31/2019 Ppt of Buying Decision Process

2/16

NEED AROUSAL,

7/31/2019 Ppt of Buying Decision Process

3/16

arousal. A need can be activated through internalor external stimuli. A need can also be arousedby an external stimulus such as sight of a newthing in a shop while purchasing other things.

There is two-fold significance of needarousal stage to a marketing man.First the marketer must identify the drive thatmight actually or potentially connect to the

product class or brand and make the buyer feelthat the product can satisfy the drive, he feels,

andIt also helps recognize that the need levels forthe product fluctuate over time and are triggeredby different cues. The marketer can arrange cues

to conform better to the natural rhythms and

7/31/2019 Ppt of Buying Decision Process

4/16

Triggered byinternal orexternal stimuli.

Internal stimulus-normal hunger,thirst etc

External stimulus

7/31/2019 Ppt of Buying Decision Process

5/16

Consumer information sources fall into 4groups

Personal sources: family, friends, neighborsetc

Commercial sources: advertisements,salespersons, dealers, packaging etc

Public source: mass media, consumer ratingorganizations

Experiential sources: Handling, examining,using the product.

7/31/2019 Ppt of Buying Decision Process

6/16

(iii) Evaluation behavior

Having collected the information, the consumer

clarify and evaluate the alternatives.There is, unfortunately no simple and singleevaluation process used by all consumers or

even by one consumer in all buying situations.The most current process of evaluation is to

judge the product largely on a conscious and

rational basis.

Various considerations form the part of judgmentsuch as product attributes, importance, weights,brand image, utility function for each attribute,

and attitude etc.

After evaluation of various alternatives, he takesthe decision to buy.

7/31/2019 Ppt of Buying Decision Process

7/16

Consumer evaluation process Try to satisfy a need

Looks for certain benefits fromthe product

Sees each product as a bundle of

attributes with varying abilitiesfor delivering the benefitssought to satisfy the need.

7/31/2019 Ppt of Buying Decision Process

8/16

Cameras-picture sharpness,speed, size, price

Hotels-location, cleanliness,

atmosphere, price Mouthwash- colour,

effectiveness, germ-killing

capacity, price, taste/flavour Tire-safety, tread life, ride

quality, price

7/31/2019 Ppt of Buying Decision Process

9/16

Redesigning (real repositioning)

Alter the belief about the brand(psychological repositioning)

Alter beliefs about the competitorsbrand (competitive repositioning)

Alter the importance of weights

Call attention to the neglectedattributes

7/31/2019 Ppt of Buying Decision Process

10/16

Unanticipatedsituational

factors

PurchaseIntention

Attitudes ofothers

Evaluation ofalternative

s

PurchaseDecision

7/31/2019 Ppt of Buying Decision Process

11/16

I. Attitude of others

The extend to which another personsattitude reduces ones preferredalternatives based on two things

1. Other persons negative attitude towards

the consumers preferred alternative2. Consumers motivation to comply with the

other persons wishes.

7/31/2019 Ppt of Buying Decision Process

12/16

7/31/2019 Ppt of Buying Decision Process

13/16

Vendor decision(dealer)

A brand decisionQuantity decision

(how much/how many)

Payment method

decision(credit or cash)

Timing decision(when)

7/31/2019 Ppt of Buying Decision Process

14/16

Marketer should monitor..I. Post purchase satisfaction-

disappointed, satisfied, delight

II. Post purchase action-exitoption, voice option.

III. Post purchase use and

disposal-throw it away orresale.

7/31/2019 Ppt of Buying Decision Process

15/16

7/31/2019 Ppt of Buying Decision Process

16/16