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Consumer Behaviour << LeCTURE 4 >>. Presented to : Dr. N abil el S himy Presented by : Farah Salah Tarek Nassouf Amna El Moghazy. How to make process in consumer decision ?. - Need recognition - information search -evaluation of alternatives -purchase
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Consumer Behaviour<< LeCTURE 4 >> Presented to : Dr.Nabil el Shimy Presented by : Farah Salah TarekNassouf Amna El Moghazy
How to make process in consumer decision ? • -Need recognition • - information search • -evaluation of alternatives • -purchase • -post purchase behaviour
Consider these possible variations • The consumer can withdraw at any stage prior to the actual purchase • The stages usually are of different lengths, may overlap / or skipped • buying decisions & the outcome of one can affect the others
These purchases entail all five stages of the buying – decision process • 1- The consumer lacks information about alternatives for satisfying the need. • 2- The consumer considers the amount of money involved to be large • 3- The product has considerable social importance • 4-The product is seen as having a potential for providing significant benefits • 5- involvement situations, in which the consumer either skips / or moves very quickly through stages 2 & 3 of the decision process
The Consumer Buying – Decision Process & the Factors Influencing it • Social & Group Forces • Psychological forces • Types of information • Consumer Buying Decision Process • Situational factors
What activates a need ? • 1-time • 2-changed circumstances • 3-product acquisition • 4-product consumption • 5-individual differences • 6-marketing influences
Difference between internal stimuli and external stimuli ? • The internal stimuli :- • Hunger • Thirst • person’s normal need • the external stimuli • t.v advertising • magazine ad • radio slogan • stimuli in the environment
Recognition of an Unsatisfied Need • Everyone has unsatisfied needs & wants that create discomfort • Some needs can be satisfied by acquiring & consuming goods & services • becomes strong enough to motivate a person • NEED RECOGNITION • The buying process starts • when the buyer recognizes a problem or need. • The buyer senses a difference between his or her actual state and a desired state. • The need can be triggered by internal stimuli. • From previous experience, the person has learned how to cope with this need and is motivated toward objects that he or she knows will satisfy it. • Needs can also be triggered by external stimuli.
