Marketing: Chapter 6 – Consumer Behaviour and Decision Making (Week 4)
Five Stages of Buyer Decision Process:
• Triggered by:
o Internal stimuli – desire for basic needs (hunger, thirst, sex) rises
o External stimuli – advertisements or discussions with friend, etc.
• Market should research consumers to find out:
o What kinds of needs/problems arise
o What brought about them
o How they led the customer to this particular product
• Interested consumer may or may not search for more information
• If customer drive is strong and satisfying product is near hand, consumer is likely
• Obtain information from:
o Personal sources – friends, family, neighbours, etc.
o Commercial sources – advertising, salespeople, displays, etc.
o Public sources – mass media, internet searches, etc.
o Experiential sources – handling, examining, using product, etc.
• Commercial sources inform buyer, personal sources legitimize
Evaluation of Alternatives:
• Alternative Evaluation – how the consumer processes information to arrive at
• Consumers arrive at attitudes toward different brands through some evaluation
procedure; depends on individual and specific buying situation
o Sometimes based on logic and calculations
o Sometimes based on intuition and impulse
o Sometimes on own, sometimes turn to friends, salespeople, reviews
• Ranks brands and forms purchase intentions
• Purchase decision: buying the most preferred brand
• Two factors that influence the purchase intention and decision:
1. Attitudes of Others – how others affect your decision
2. Unexpected Situational Factors – may form purchase intention based on
factors such as expected income, expected price, and expected product
• How the customer will react after purchasing a product
• Based on consumer expectations and perceived performance Marketing: Chapter 6 – Consumer Behaviour and Decision Making (Week 4)
• Cognitive Dissona