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Chapter # 3
The Consumer Decision Process
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 Consumer Decision Process Model

 Need Recognition
 Search For Information
 Pre-Purchase Evaluation
 Purchase
 Consumption
 Post-Consumption Evaluation
 Divestment
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Consumer Decision Process Model

 Need Recognition
 Influence memory
 Memory is influenced by Environmental
Influences and Individual Differences
 Environmental Influences are Culture, Social
Class, Personal Influences, Family and
Situation
 Individual Differences are Consumer
Resources, Motivation, Knowledge,
Attitudes, Personality, Values and Lifestyle
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 Search For Information

 Depending on the intensity of need recognition,
consumers enter into search
 Search is initially done through information already
existing in memory
 External source is used when consumers are not
confident on internal source
 External source follow the sequence Stimuli,
Exposure, Attention, Comprehension, Acceptance,
Retention
 Stimuli is either marketer dominated or non marketer
dominated
 Retention then in future become internal source
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 Pre-Purchase Evaluation of Alternatives

 Search identifies different alternative solutions to
consumers
 Search is dominated by external source if internal
source is not adequate
 Individual differences play an important role at Pre-
Purchase Evaluation Stage
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 Purchase
 Individual differences/ Preferences play the most
important role at the time of purchase
 Pre-Purchase evaluation of Alternative also help
consumers prioritize the alternative at the time of
purchase
 At this stage consumers select particular retail
outlet for purchasing purpose
 A consumer may switch retailers based upon
schemes, sales, or right assortment of brands
 A consumer may buy an entirely different product
or brand due to Point of Purchase Influences or
salesmanship
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 CONSUMPTION
 Consumption can occur immediately or be
delayed due to schemes, sales or other
incentives
 How consumption is done will determine the
performance of a product
 How carefully consumers use a product will
determine its durability
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 Post-Consumption Evaluation
 This stage analysis the satisfaction level of
consumers
 When performance falls short of expectation,
consumers are dissatisfied
 When performance meets expectation,
consumers are satisfied
 When performance exceeds expectation,
consumers are highly satisfied or delighted
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 DIVESTMENT
 At this stage consumers decide to remarket, trade
in, recycle or dispose it outright
 In developing societies remarketing of S.M.C.G
Products play an important role in their purchase
decision
 In F.M.C.G Products packaging and its
environmental friendliness is very important
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 How Organizations Use CDP Model
 Identify relationships between variables that affect
consumer decision making
 Identify topics for additional research
 Develop and implement marketing mix strategies
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CONSUMER PROBLEM SOLVING

 Extent Of Problem Solving (EPS)
 When decisions have to be taken on complex
issues which require extensive time and effort,
usually when purchasing the product for the first
time. (Automobile)
 Midrange Problem Solving (MPS)
 Moderate time and effort is given for these
products (Selection Of Movies)
 Limited Problem Solving (LPS)
 Minimum time and effort is required when
deciding for these products (Toothpaste)
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CONSUMER REPEAT PURCHASE

It depends upon satisfaction or dissatisfaction
extent of consumers.
 Repeat purchases may also occur in habitual
buying procedures
 Repeat purchases are also influenced by EPS,
MPS and LPS
 Impulse and variety seeking behaviors influence
purchasing
 Purchasing is influenced by Degree Of
Involvement, Perceptions of differences among
brands, consumer state mood and time
availability