1. Consumer Search and Evaluation

2. Basic Framework Motivation Perception Search Evaluation Choice
Learning

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

4. Three Problem Solving Variants
Routine
Limited
Extended

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

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

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

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

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

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

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

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

13. When To Buy…
Store experience
Time pressure
Sales process

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