文档介绍：CONSUMER BEHAVIOR Chapter 9 Individual Decision Making
Chapter 9
Individual
Decision Making
CONSUMER BEHAVIOR
Fourth Edition
Michael R3>. Solomon
Stages in Consumer Decision
Making
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
es
Perspectives on Decision Making
Consumer researchers have approached decision makers from a Rational Perspective.
People integrate information about a product, weigh pluses and minuses of each alternative, and arrive at a satisfactory decision.
This approach does not describe all forms of decision making.
Behavioral Influence Perspective explores decisions made under conditions of low involvement.
Consumers may 8>be highly involved in a decision, but still the decisions can not wholly be explained rationally.
A Continuum of Buying Decision
Behavior
Habitual Decision
Making
Limited Problem
Solving
Extensive Problem
Solving
Low-Cost Products
Frequent Purchasing
Low Consumer
Involvement
Familiar Product Class
and Brands
More Expensive Products
Infrequent Purchasing
High Consumer Involvement
Unfamiliar Product Class and Brands
Little Thought, Search, or Time Given to Purchase
Extensive Thought, Search, and Time Given to Purchase
Problem Recognition
Problem Recognition Occurs Whenever the Consumer Sees a Significant Difference Between His or Her Current State and Some Desired or Ideal State.
Consumer’s Ideal State
Consumer’s Actual State
Opportunity Recognition Occurs By: Exposure to Different or Better-Quality Products
Need Recognition
Occurs By:
Running Out of a Product
Inadequate Product
Creating New
Needs
Information Search
Information Search is the Process in Which the Consumer Surveys His or Her Environment for Appropriate Data to Make a Reasonable Decision.
Types of Search
Prepurchase - an Explicit Search for Information.
Ongoing Search - Browsing Used by Veteran Shoppers for Up-to-Date Information.
Information Searches
Deliberate Search is t