by Consumer decision-making is a complex process influenced by various factors. Several models have been developed to understand and explain the stages and factors involved in consumer decision-making.
Three prominent models:
- The Consumer Decision-Making Process Model:
Stages:
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Problem Recognition:
The consumer perceives a need or problem that can be satisfied by making a purchase.
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Information Search:
The consumer gathers information about potential solutions or products that can fulfill their need.
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Evaluation of Alternatives:
The consumer assesses the available options based on criteria such as price, features, and brand reputation.
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Purchase Decision:
The consumer makes the final decision to buy a specific product or service.
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Post-Purchase Evaluation:
After the purchase, the consumer evaluates their satisfaction and whether the product met their expectations.
Factors Influencing Decision-Making:
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Internal Factors:
Personal motivations, perceptions, attitudes, and individual characteristics.
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External Factors:
Social influences, cultural factors, family, friends, and marketing stimuli.
Marketing Implications:
- Marketers must understand each stage and influence consumers throughout the decision-making process.
- Communication strategies should address consumer needs, provide relevant information, and build post-purchase satisfaction.
The Howard-Sheth Model:
Components:
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Input:
The model begins with various inputs, including external influences (marketing, culture, social class) and internal influences (perception, learning, motivation).
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Process:
The inputs undergo psychological processes such as perception, learning, and motivation, which lead to decision outcomes.
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Output:
The decision outcomes include product choice, brand choice, dealer choice, and the intensity of brand loyalty.
Variables:
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Extensive Problem Solving:
Occurs when consumers have little knowledge about a product category and face a high level of perceived risk.
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Limited Problem Solving:
Involves moderate levels of consumer knowledge and perceived risk.
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Routine Problem Solving:
Applies to routine, low-risk decisions where consumers are already familiar with the product category.
Marketing Implications:
- Marketers need to understand the level of consumer involvement and tailor marketing strategies accordingly.
- Communication should align with the level of consumer involvement and address specific decision-making processes.
The Engel-Blackwell-Miniard Model:
Components:
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Problem Recognition:
The process starts with the consumer recognizing a problem or need.
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Information Search:
The consumer seeks information to solve the identified problem.
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Evaluation of Alternatives:
Various alternatives are considered based on criteria such as quality, price, and brand reputation.
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Purchase Decision:
The consumer makes a purchase decision.
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Post-Purchase Evaluation:
After the purchase, the consumer assesses their satisfaction with the decision.
Individual Differences:
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Consumer Motivation:
The level of motivation influences the extent of information search and the evaluation of alternatives.
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Consumer Perception:
How consumers perceive information and interpret the available alternatives.
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Consumer Learning:
How consumers acquire knowledge and experiences that affect decision-making.
Marketing Implications:
- Marketers should focus on influencing consumer perceptions, providing relevant information, and ensuring positive post-purchase experiences.
- Understanding individual differences helps in tailoring marketing strategies to diverse consumer needs.
