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The Consumer Decision Process
CHAPTER 3
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright© 2001 by Harcourt, Inc. All rights reserved.
The Consumer Decision Process
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Consumer Decision Process
How do consumers make purchase decisions?
How do firms use this information to develop new products and marketing programs?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Consumer Decision Process
P&G used consumer information regarding various decision process stages to create and market Dryel
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Stages
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Purchase
Need Recognition
Search for Information
Consumption
Post-consumption Evaluation
Divestment
Pre-purchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process ModelNeed Recognition
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
Need: the difference between what a person perceives to be the ideal versus the actual state of affairs
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
Need: the difference between what a person perceives to be the ideal versus the actual state of affairs
Consumers recognize needs and seek to fulfill them, or sometimes seek to solve their problems
Knowing consumers’ needs, helps firms develop products and marketing programs to reach them more effectively (itch and scratch)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
Communicating a need and raising consumer awareness of need or problem
Special needs of baby teeth
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Individual Differences-Consumer Resources-Motivation-Knowledge-Attitudes-Personality, Values, and Lifestyle
Environmental Influences-Culture-Social Class-Personal Influence-Family -Situation
MEMORY
Need Recognition
Consumer Decision Process ModelNeed Recognition
Search for Information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
SearchInternal
Search
MEMORY
Individual Differences
Environ- mental
Influences
Need Recognition
Attention
Compre-hension
Acceptance
Retention
Exposure
CDP Model
Search For Information
Internal search: retrieving know-ledge from memoryExternal search: collecting informa-tion from peers, family, and the marketplace
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Search For Information
Internal search: retrieving know-ledge from memoryExternal search: collecting informa-tion from peers, family, and the marketplace
Search may be passive as consumers become more receptive to information around them, or consumers can engage in active search behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Search For Information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
Search
External Search
Internal Search
MEMORY
Individual Differences
Environmental Influences
Search: Sources of Information
Marketer Dominated
Non-Marketer Dominated Stimuli
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Information Processing
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
M EMORY
Attention
Comprehension
Acceptance
Retention
Exposure
Stimuli:-Marketer Dominated-Nonmarketer Dominated
-Family and peers
-Publications
-Television ads
-Internet or website
-In-store displays or salespersons
-Shopping
Search: Sources of Information
Marketer Dominated
Non-Marketer Dominated Stimuli
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Search: Information Processing
Exposure
Attention
Comprehension
Acceptance
Retention
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process ModelNeed Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
SearchInternal
Search
MEMORY
Individual Differences
Environ- mental
Influences
Need Recognition
Attention
Compre-hension
Acceptance
Retention
Exposure
CDP Model
Stimuli
Pre-purchase Evaluation of Alternatives
The process of evaluating alter-natives identified from search, which leads to product or brand most likely to satisfy the consumer
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
The process of evaluating alter-natives identified from search, which leads to product or brand most likely to satisfy the consumer
Can use new or preexisting evalu-ations stored in memory
Evaluative criteria: standards and specifications used to compare different products and brands
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Aunt Jemima maple syrup focuses on the evaluative criteria of thickness in this advertisement
Consumer Decision Process Model
Purchase
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
SearchInternal
Search
MEMORY
Individual Differences
Environ- mental
Influences
Purchase
Need Recognition
Attention
Compre-hension
Acceptance
Retention
Exposure
CDP Model
Stimuli
Purchase
Purchase decisions involve choosing a form of retailing, a specific retailer, and a particular product and brand
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
bebe, a retailer of up-scale clothing uses advertising to influence consumers to buy from its stores and purchase its brand
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Purchase
Purchase decisions involve choosing a form of retailing, a specific retailer, and a particular product and brand
Purchase intention can change during the purchase stage--it can be influenced by factors such as in-store promotions, discounts, or stock-outs
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Purchase
Need Recognition
Search for Information
Consumption
Prepurchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
SearchInternal
Search
MEMORY
Individual Differences
Environ- mental
Influences
Purchase
Consumption
Need Recognition
Attention
Compre-hension
Acceptance
Retention
Exposure
CDP Model
Stimuli
Consumption
The process of using the product or service purchased
Consumption can either occur immediately or be delayed
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumption
The process of using the product or service purchased
Consumption can either occur immediately or be delayed
Consumers may use products as intended or as they choose, especially when instructions are not included or not read
How consumers use a product affects satisfaction with product
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumption
Appealing to consumers with easy-to-use positioning
Consumption-oriented product design and benefit
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Purchase
Need Recognition
Search for Information
Consumption
Post-consumption Evaluation
Pre-purchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
Search
Stimuli
Internal
Search
MEMORY
Individual Differences
Environ- mental
Influences
Purchase
Consumption
Post-consumption Evaluation
Need Recognition
External Search
Attention
Compre-hension
Acceptance
Retention
Exposure
SatisfactionDissatisfaction
CDP Model
Post-consumption Evaluation Satisfaction: when expectations are met or exceeded by perceived performance
Dissatisfaction: when performance falls short of expectations
Consumption is an important determinant of satisfaction
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Post-consumption Evaluation Satisfaction: when expectations are met or exceeded by perceived performance
Dissatisfaction: when performance falls short of expectations
Consumption is an important determinant of satisfaction
Cognitive dissonance: questioning decision (post-purchase regret)
Emotion affects evaluationBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Purchase
Need Recognition
Search for Information
Consumption
Post-consumption Evaluation
Divestment
Pre-purchase Evaluation of Alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Divestment
How consumers dispose of the packaging or product after use
Options include:DisposalRemarketing or resellingRecycling
Consumers’ environmental concerns about divestment may affect product choice
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Divestment
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Mentadent sells toothpaste in a dual-chambered pump, which can be filled with refills and reused rather than thrown away each time
Divestment
How consumers dispose of the packaging or product after use
Options include:DisposalRemarketing or resellingRecycling
Consumers’ environmental concerns about divestment may affect product choice
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Pre-purchase Evaluation of Alternatives
Search
Stimuli
Internal
Search
MEMORY
Individual Differences
Environ- mental
Influences
Purchase
Consumption
Post-consumption Evaluation
Divestment
Need Recognition
External Search
Attention
Compre-hension
Acceptance
Retention
Exposure
SatisfactionDissatisfaction
CDP Model
Variables Shaping the Decision Process
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Variables Shaping the Decision Process
Individual Differences:
Demographics, psychographics, values, and personality
Consumer resources
Motivation
Knowledge
Attitudes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Variables Shaping the Decision ProcessEnvironmental Differences:
Culture: values, ideas, artifacts, and symbols that help individuals interpret, communicate, and evaluate as members of society
Social Class
Family
Personal Influence
SituationBlackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Variables Shaping the Decision Process
Psychological Processes Influencing Consumer Behavior
Information processing
Learning
Attitude and behavior change
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Types of Decision Processes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Continuum
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Midrange Problem Solving
Limited Problem Solving (LPS)
Extended Problem Solving (EPS)
High Low
Degree of ComplexityDegree of Complexity
Consumer Decision Process Continuum: Repeat Purchases
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Midrange Problem Solving
Habitual Problem Solving
Extended Problem Solving
High Low
Degree of ComplexityDegree of Complexity
Limited Problem Solving
Types of Decision Processes
Initial Purchase
Extended Problem Solving (EPS):
Often occurs with expensive items or can be fueled by doubts and fears
Importance in making the “right decision”
All seven consumer decision making stages are often activated
Dissatisfaction is often vocal
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Types of Decision Processes
Initial Purchase
Limited Problem Solving (LPS):
Consumers don’t have motivation, time, or resources to engage in EPS
Little search and evaluation before purchase
More common among low involvement or lower price items
Often accompanied by a feeling of indifference toward choice
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Types of Decision Processes
Repeat Purchase Repeated Problem Solving
Habitual Decision Making
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Types of Decision Processes
Repeat Purchase
Impulse BuyingUnplanned, spur-of-the-moment action triggered by in-store display or promotion (least complex form of LPS)
Repeated Problem Solving
Habitual Decision Making
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Types of Decision Processes
Repeat Purchase
Impulse BuyingUnplanned, spur-of-the-moment action triggered by in-store display or promotion (least complex form of LPS)
Variety SeekingBrand shiftsCan be triggered because bored with current brand or because of special offer
Repeated Problem Solving
Habitual Decision Making
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Nestle appeals to consumers’ variety seeking behavior by promoting a variety of desserts for each day of the week (variety without brand switch)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Factors Influencing Problem Solving Extent
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Factors Influencing Problem Solving Extent
Degree of Involvement (High-Low)
Personal Factors (self-image, health, beauty or physical condition)
Product Factors (is there perceived risk in purchasing a particular brand or product?)
Situational Factors (is the product purchased for personal use or as a gift?)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Factors Influencing Problem Solving ExtentDegree of Involvement (High-Low)
Perceptions of differences among alternatives
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Factors Influencing Problem Solving Extent
Time Availability How much time is available to devote to solving the problem?
How quickly does the decision need to be made?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Factors Influencing Problem Solving Extent
Time Availability How much time is available to devote to solving the problem?
How quickly does the decision need to be made?
Consumers’ Mood StateHow people feel at a particular moment of time
Mood can reduce or increase length and complexity of decision process
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Roger D. Blackwell Paul W. Miniard James F. Engel
Consumer Behavior
Requests for permission to make copies of any part of the work should be mailed to the following address:
Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777
Copyright© 2001 by Harcourt, Inc. All rights reserved.
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