Model of habitual purchasing behavior

Need Arousal

Intentions to buy
PURCHASE
Post Purchase
Evaluations
reinforcement
Extinction
Revert to Complex Decision
Making
FB
Inducing a Switch from habit to Decision Making





Creating awareness of an alternative to the leading brand
Advertising a new feature in an existing brand
Trying to change consumer priorities by introducing a
feature consumers had not previously considered
Encouraging consumers to use the product as a
substitute for another category
Using free product samples, coupons, ,price specials
Introducing a line extension of an existing brand that
offers a new brand benefit

Nature of situational influences



Types of Situations that influence Consumers Decisions
Characteristics of these situations
Development of an inventory of situations to measure how they
Influence consumer attitudes, preferences, and purchasing behavior
Consumption pattern of Beer

Entertaining close friends at home
Going to restaurant/lounge/
Watching a sports event or favorite TV show
Engaging in a sports activity or hobby
Taking a weekend trip
Working at home on the yard ,house, or car
Relaxing at home


Gift
Giving
situations
In-store
situations
Unanticipated
Purchase
situation
Communication
situation


Role of information acquisition in
consumer decision making
Search for additional
information

Consumers
Environment.
Acquisition
Of
information

Information
Is
perceived
Brand
Evaluation
Purchase
And
consumption
Retention in
memory

Acquisition of
information

Past
experiences
Sources of consumer information
Sales people
Telemarketing
tradeshows
Advertising
In-store displays
Sales promotions
packaging
Word of Mouth
Family and friends

Professional advice

Experience from
consumption




Editorial and news material
Neutral sources consumer reports
Market
Cont.
sources
Non
Market
Con.
sources
personal Non personal
Consumer information Processing
Inf.
acquisition
Perception
Brand
evaluation
Purchase
consumption
Short term
memory
Long term memory
Additional
Information
search

Processing strategies

Processing
strategies
evaluative Non-evaluative
category
Attribute
specific
compensatory
Non-compensatory
Lexicographic
conjunctive