1. CONSUMER PURCHASE DECISION PROCESS Consumer Behavior Purchase Decision Process Problem Recognition: Perceiving a Need

2. FIGURE 5-1 FIGURE 5-1 Purchase decision process

3. CONSUMER PURCHASE DECISION PROCESS Information Search: Seeking Value  Internal Search  External Search Personal Sources Public Sources Market-Dominated Sources

4. FIGURE 5-2 FIGURE 5-2 Consumer Report’s evaluation of portable MP3-capable CD players

5. CONSUMER PURCHASE DECISION PROCESS Alternative Evaluation: Assessing Value  Evaluative Criteria  Consideration Set Purchase Decision: Buying Value  Cognitive Dissonance Postpurchase Behavior: Value in Consumption or Use

6. FIGURE 5-A FIGURE 5-A What new car buyers consider most important in deciding what new car to buy

7. CONSUMER PURCHASE DECISION PROCESS Involvement and Problem-Solving VariationsInvolvement and Problem-Solving Variations  Extended Problem Solving  Limited Problem Solving  Routine Problem Solving

8. FIGURE 5-4 FIGURE 5-4 Influences on the consumer purchase decision process

9. Fresh Step Crystals Cat Litter Why use the Good Housekeeping Seal?

10. FIGURE 5-B FIGURE 5-B Brand loyalty tendency by product category

11. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Lifestyle  Psychographics  VALS ™ Thinkers Believers Achievers Strivers Experiencers Makers Innovators Survivors

12. VALS™ Consumer Segments How do consumers make purchase decisions?

13. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR Personal Influence  Opinion Leadership Opinion Leaders Opinion Leaders Word of Mouth Word of Mouth Buzz

14. Pierce Brosnan and Anna Kournikova Why use celebrity spokespersons?