The End Consumer is the heart and soul of any business stability. Evaluation of alternatives, 4. Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, and how the consumer's emotions, attitudes and preferences affect buying behaviour. Howard Sheth Model Level of Decision-making. Consumer Behaviour; Stages in Consumer Decision Making Process; Stages in Consumer Decision Making Process. To fully understand the mental and social processes of what the consumer goes through for each purchase, we have to examine all the 5 stages of the Consumer Decision Making Process. (3) Affect Referral Decision Rule – A type of consumer decision rule in which a consumer makes a product choice on the basis of his previously established experience and rating of the product/brand rather than on specific attributes. Routine Response Behaviour – The consumer has very low involvement in the product and he selects any product or brand that fulfil… Consumers make more impulsive purchases when they relate themselves with a product or service. He considers perceived risk . These 3 stages are as follows: – Extensive Problem Solving; Limited Problem Solving The model has described the three significant stages of the buyer’s decision-making or selection of a particular brand. An individual who purchases products and services from the market for his/her own personal consumption is called as consumer. See our User Agreement and Privacy Policy. Problem recognition, ii. There are six types of members in a family structure who exert influence over the purchasing decision of the others in the family. Limited Problem Solving – Consumer conducts a general search for a product that will satisfy his/her basic product criteria from a selected group of brands. Consumer Behaviour Models – Family Decision making model The role every member of a family plays in the purchase decision is unique. Generally, for consumer’s, ‘routine’ travel is a low-involvement decision due to an established method of transport to suit their needs which becomes habitual such as by personal vehicle, public transport or taxi. Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour. Hence products that bring negative emotions are avoided and products that bring positive emotions in a consumer are bought by him. Ajit Kumar Gautam Result: Consumer selects a product after carefully evaluating all product attributes and balancing the pros and cons of each attribute. To fully understand the mental and social processes of what the consumer goes through for each purchase, we have to examine all the 5 stages of the Consumer Decision Making Process. In the consumer decision-making process, we have to consider the stimulus-response model, where marketing stimuli and environmental factors have an effect on consumer behaviour and characteristics which in combination leads towards the purchasing decision process finally responsible for the purchase. This includes making a product choice, choosing a brand, a dealer and deciding the amount and time of purchase. There are six types of members in a family structure who exert influence over the purchasing decision of the others in the family. Consumer Involvement Routine Response Behaviour Limited Decision making Extensive Decision making Less Involvement High Involvement Levels of Consumer Decision Decision Making These roles are as follows: (i) Influencers To see this page as it is meant to appear, please enable your Javascript! Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. 2. These roles are as follows: (i) Influencers There is a great difference between buying toothpaste, a tennis racket, a personal computer and a new car. : i. Views about Consumer Choice Decisions: There exist mainly four views regarding the behaviour and decision making process of consumers. Policy, Administrative and Executive Decisions Consumer problems arise in specific situations and may trigger one or more levels of the consumer decision-making process. Whether a decision is low, high, or limited, involvement varies by consumer, not by product. When the level of consumer involvement is lowest, limited decision-making may not be much different than nominal decision-making. individuality; and rational / economic decision making. The perceived risks may be of following types: 1. Levels of consumer decision-making Consumer behaviour: consumer decision-making and beyond 3 • Not all consumer decision-making situations receive (or require) the same degree of information research. TYPES OF DECISION MAKING. They are as follows: (1) Need/Problem Recognition – A purchase process starts with a need, a problem or a motive within a consumer`s mind. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. • If all purchase decisions required extensive effort, then consumer decision-making would be an overwhelming process. Performance: The product may not perform as expected at the time of purchase. If you continue browsing the site, you agree to the use of cookies on this website. Consumer Behaviour; Stages in Consumer Decision Making Process; Stages in Consumer Decision Making Process. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline of marketing, but has become an inter … • If all purchase decisions required extensive effort, then consumer decision-making would be an overwhelming process. Is usually delegated to lower levels in the purchase decision on the process! 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