How do consumers make purchasing

decisions
 Problem
Recognition

Post purchase Information

Behaviour Search

Purchase Evaluation of
Decisions Alternatives
 Problem Recognition

Needs are triggered by internal or

external stimuli
 Problem
Recognition

Post purchase Information

Behaviour Search

Purchase Evaluation of
Decisions Alternatives
 Information Search

Heightened attention Active information

Person becomes more search
receptive to information Looking for reading
about a product material, phoning friends,
going online and visiting
stores to learn about
the product
 Personal } legitimizing/evaluation function

Commercial
} Information function

Information
Source

Public

Experimental
 Market
partitioning

Process of
identifying the
hierarchy of
attributes that
guide consumers
decision making
 Total set

Awareness
set

Consideration
set

Choice set

Decision
 Problem
Recognition

Post purchase Information

Behaviour Search

Purchase Evaluation of
Decisions Alternatives
 Evaluation of alternatives

The consumer is Consumer is Consumer sees each

trying to satisfy a looking for certain product as a bundle of
need benefits from the attributes with varying
product solution ability to deliver benefits.
 Expectancy
Value Model

Posits that consumers

evaluate products and
services by combining
their brand beliefs –
the positive and
negative according to
their importance
 EXAMPLE
LAPTOPS Memory Graphics price Perceived
Capacity Capacity value
Weights 0.4 0.4 0.2
assigned by
customer
A 8 9 6 8
B 9 6 9 7.8
C 5 8 8 6.8

Customer will favour Laptop

A because of high perceived
value
 Problem
Recognition

Post purchase Information

Behaviour Search

Purchase Evaluation of
Decisions Alternatives
 Purchasing Decision

Heuristics

Conjunctive heuristic Lexicographic heuristic Elimination by aspects

Sets a minimum Choosing best brand on heuristic
acceptable cut off level for the basis of its best Compares brand on an
each attribute and perceived attribute attribute selected randomly
chooses the first
alternative that meets the
minimum standard for all
 Intensity of other person’s
negative attitude toward our
preferred alternative

Attitude of
others

Our motivation to comply with

other persons wish

Intervening Time risk

Factors
Psychological risk

Unanticipated
situational Functional risk
factors
Physical risk

Financial risk

Social risk
 Problem
Recognition

Post purchase Information

Behaviour Search

Purchase Evaluation of
Decisions Alternatives
 Post purchase behaviour

Post purchase Post purchase action Post purchase use

satisfaction and disposal
Makes a difference in Key driver of sales
whether consumer buys frequency. Product
the product again and consumption rate
recommends it to other
Srishti Chaturvedi
Indian Institute of Technology
Kanpur
B.Tech Student