1. Marketing: the consumer
Final Consumer

2. Types of consumers
Final consumer
Organizational Consumer

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

4. Stimulus
Social
Commercial
Non-commercial

5. Problem awareness Recognition of shortage
Recognition of unfulfilled desire

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

7. Evaluation of alternatives
Decision criteria
Autoweb
Rank alternatives

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

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

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

11. Social influences on buying
Culture
Subculture
Social Class
Reference groups
Families

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

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