1. Influences on the consumer purchase decision process
Marketing mix influences
Product
Price
Promotion
Place
Socio-cultural
Influences
Personal
Influence
Reference Groups
Family
Social Class
Culture &
Subculture
Psychological
Influences
Motivation &
Personality
Perception
Learning
Values, Beliefs &
Attitudes
Lifestyle
Consumer purchase
decision process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-purchase Evaluation
Situational influences
Purchase Task
Social Surroundings
Physical Surroundings
Temporal Effects
Antecedent States

2. Purchase Decision Process
Problem
Recognition:
Perceiving
A Need
Evaluation Of
Alternatives:
Assessing
Value
Postpurchase
Behavior:
Value in
Consumption
Or Use
Information
Search:
Seeking
Value
Purchase
Decision:
Buying Value

3. Abraham Maslow Hierarchy of Needs Pyramid
(5) Self Actualization
(4) Esteem Needs
(3) Social Needs
(2) Safety Needs
(1) Physiological Needs

4. Selective perception filters
Messages
Selective Exposure
Selective Comprehension
Selective Retention

5. Consumer involvement, knowledge, and problem-solving variations
Low
Routine Problem Solving
(e.g., milk and bread)
Consumer Involvement
Limited Problem Solving
(e.g., small appliances)
Extended Problem Solving
(e.g., stocks and bonds)
High
High
Consumer Knowledge
Low

6. Comparison of problem-solving variations

7. Ownership of consumer electronics among African-Americans, Hispanics and Asian Americans

8. Roles of family members in the purchase process for crayons

9. VALS 2 psychographic segments

10. Consumer Decision Making Models Attribute Analysis of Variance and Salience Properties
1- Product Examples
Product Attributes
Computer Memory, Software, Price
Hotel ?
Mouthwash ?
Lipstick ?
2- Illustration: PC
Brand Memory Graphics Software Price
Capacity Capacity Diversity A B C D

11. 4- Planning, Policy Options
3- Decision Models
1: Ideal Brand Model
2: Constrained Brand Model
3: Conjunctive Model Minimum attribute levels screen out competition brands to yield reduced set. Ex. PC Brands equals or exceeds (7,6,7,2)
4: Disjunctive Model
Brand must exceed minimum levels on only one or a few attributes. Ex. PC brand where memory>8; graphics>8
5: Lexicographic Model
Brands are compared as to the most important attribute in a hierarchal manner.
4- Planning, Policy Options
1: Real Reposition
2: Psychological Reposition
3: Competitive Reposition
4: Salience Reposition
5: Position Neglected Attributes

12. Product Attribute Models Illustration
A(a) = (.4)10+(.3)8+(.2)6+(.1)4 = 8.0
(b) = (.4)8 + (.3)9+(.2)8+(.1)4 = 7.8
(c) = (.4)6 + (.3)8+(.2)10+(.1)5=7.3
(d) = (.4)4 + (.3)3+(.2)7+(.1)8 = 4.7

13. Constrained Brand Model Ex.: (6,10,10,5)
D(a) = .4[10-6] +.3[8-10] +.2[6-10] +.1[4-5] = 3.1
D(b) = .4[8-6] +.3[9-10] +.2[8-10] +.1[3-5] = 1.7
D( c) = .4[6-6] +.3[8-10] +.2[10-10] +.1[5-5] = 0.6
D(d) = .4[4-6] +.3[3-10] +.2[7-10] +.1[8-5] = 3.8

14. Buying Behavior and Marketing Strategies
1- Buying Behavior: Cognitive Input and Brand Dimensions
Brand Differences Cognitive Involvement
High Low
Significant I-Complex IV-Variety Selling Buying Behavior Buying Behavior
Insignificant II-Dissonance III-Habitual Buying
Reducing Buying Behavior
Behavior

15. 2 - Schematic