Consumer Search and Evaluation

Basic Framework Motivation Perception Search Evaluation Choice Learning

Stages of Search and Choice Information Search – seeking values Evaluation of Alternatives – assessing value Purchase decision – buying value Post Purchase – value in use

Three Problem Solving Variants Routine Limited Extended

Routine Problem Solving Almost a Habit Little effort in buying process Low priced, frequently used products

Limited Problem Solving Moderate effort Buyer has little time or effort to spend

Extended Problem Solving All stages of decision making process used Time and effort spent on search and evaluation High involvement purchases

Information Search Internal - memory of previous External experiences External - personal sources - public sources - marketing sources

Information Search aids Consumer by: Suggesting purchase criteria Identifying possible brand names Developing value perceptions

Alternative Evaluation – Assessing Value Consumers evaluation criteria represent Objective / functional attributes of product Symbolic/subjective factors

Purchase Decision – Buying Value Three possibilities: From whom to Buy When to Buy Do Not Buy

From Whom… Terms of sale Past experience of seller Returns policy

When To Buy… Store experience Time pressure Sales process

Five Situational Influences Purchase Task Social surroundings Physical surroundings Temporal effects States (Mood)