Transcript No Slide Title

CHAPTER 3
The Consumer Decision
Process
Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition
Copyright© 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
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Need 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
M
E
M
O
R
Y
Need
Recognition
Environmental
Influences
-Culture
-Social Class
-Personal Influence
-Family
-Situation
Individual Differences
-Consumer Resources
-Motivation
-Knowledge
-Attitudes
-Personality, Values,
and Lifestyle
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Need Recognition
Search for Information
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
CDP Model
Internal
Search
Environmental
Influences
Exposure
Attention
Comprehension
Acceptance
Retention
Search
M
E
M
O
R
Y
Individual
Differences
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Search For Information
Internal search: retrieving knowledge from memory
External search: collecting information 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 knowledge from memory
External search: collecting information 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
Need
Recognition
Internal
Search
M
E
M
O
R
Y
Search
Environmental
Influences
Individual
Differences
External
Search
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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
Exposure
Stimuli:
-Marketer
Dominated
-Nonmarketer
Dominated
Attention
Comprehension
Acceptance
M
E
M
O
R
Y
Retention
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Search: Sources of Information
Marketer Dominated
Non-Marketer Dominated Stimuli
-Family and peers
-Publications
-Television ads
-Internet or
website
-In-store displays
or salespersons
-Shopping
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 Model
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.
Need Recognition
CDP Model
Internal
Search
Exposure
Attention
Stimuli
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
Search
Pre-purchase
Evaluation of
Alternatives
Environmental
Influences
Individual
Differences
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 alternatives 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 alternatives identified from search,
which leads to product or brand
most likely to satisfy the consumer
Can use new or preexisting evaluations 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
Aunt Jemima
maple syrup
focuses on the
evaluative
criteria of
thickness in
this
advertisement
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
CDP Model
Internal
Search
Exposure
Attention
Stimuli
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Environmental
Influences
Individual
Differences
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
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
bebe, a
retailer of upscale 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 instore 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
Need Recognition
Search for Information
Prepurchase Evaluation of Alternatives
Purchase
Consumption
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
CDP Model
Internal
Search
Exposure
Attention
Stimuli
Comprehension
Acceptance
Retention
M
E
M
O
R
Y
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Environmental
Influences
Individual
Differences
Consumption
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
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-touse positioning
Consumptionoriented
product design
and benefit
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Need Recognition
CDP Model
Internal
Search
Exposure
Attention
Stimuli
Comprehension
Acceptance
Retention
External
Search
M
E
M
O
R
Y
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Environmental
Influences
Individual
Differences
Consumption
Post-consumption
Evaluation
Dissatisfaction
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
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 evaluation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process Model
Need Recognition
Search for Information
Pre-purchase Evaluation of Alternatives
Purchase
Consumption
Post-consumption Evaluation
Divestment
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:
Disposal
Remarketing or reselling
Recycling
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
Mentadent
sells
toothpaste in
a dualchambered
pump, which
can be filled
with refills
and reused
rather than
thrown away
each time
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:
Disposal
Remarketing or reselling
Recycling
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.
Need Recognition
CDP Model
Internal
Search
Exposure
Attention
Stimuli
Comprehension
Acceptance
Retention
External
Search
M
E
M
O
R
Y
Search
Pre-purchase
Evaluation of
Alternatives
Purchase
Environmental
Influences
Individual
Differences
Consumption
Post-consumption
Evaluation
Dissatisfaction
Satisfaction
Divestment
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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
Process
Environmental Differences:
Culture: values, ideas, artifacts, and
symbols that help individuals interpret,
communicate, and evaluate as
members of society
Social Class
Family
Personal Influence
Situation
Blackwell, 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
Extended
Problem
Solving
(EPS)
Midrange
Problem
Solving
High
Limited
Problem
Solving
(LPS)
Low
Degree of Complexity
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Decision Process
Continuum: Repeat Purchases
Extended
Problem
Solving
Midrange
Problem
Solving
High
Limited
Problem
Solving
Habitual
Problem
Solving
Low
Degree of Complexity
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
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
Repeated Problem Solving
Habitual Decision Making
Impulse Buying
Unplanned, spur-of-the-moment action
triggered by in-store display or
promotion (least complex form of LPS)
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
Impulse Buying
Unplanned, spur-of-the-moment action
triggered by in-store display or
promotion (least complex form of LPS)
Variety Seeking
Brand shifts
Can be triggered because bored with
current brand or because of special offer
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 Extent
Degree 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 State
How 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.
Consumer Behavior
Roger D. Blackwell
Paul W. Miniard
James F. Engel
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Copyright© 2001 by Harcourt, Inc. All rights reserved.