Marketing: the consumer Final Consumer

Types of consumers Final consumer Organizational Consumer

The Decision Process Model Final consumers Stimulus Problem awareness Information search Evaluation of alternatives Purchase Post-purchase

Stimulus Social Commercial Non-commercial

Problem awareness Recognition of shortage Recognition of unfulfilled desire

Information search What choices are available? What are the characteristics of these choices?

Evaluation of alternatives Decision criteria Autoweb Rank alternatives

Types of consumer decision making Extended consumer decision making Limited consumer decision making Routine decision making Low involvement

Factors affecting the final consumer’s decision process Demographics Social influences Psychological characteristics Select consumer lifestyles

Demographics Vital statistics that describe a population Census Syndicated Services Collect information

Social influences on buying Culture Subculture Social Class Reference groups Families

Psychological characteristics of Consumers Personality Learning Attitudes Perception Class consciousness Motivation Perceived risk

Select Consumer lifestyles Family values Voluntary simplicity Getting buy “Me” generation Poverty of time Component lifestyle