商科经典名著.ppt

Decision-making Process The Five Stage of Decision-making Problem recognition Information search Evaluation of alternatives Factors intervene purchase intention Post purchase evaluation 1. the milder search state2. the active information search level Methods personal sources commercial sources public sources experiential sources Evaluation of Alternatives The consumer establishes a set of terms to compare the characteristics of the products. e.g. quality, price, ease of use, size Two factors can come between the purchase intention purchase decision ■ Attitude of others Unexpected situation factors (sales on second preferred brand ) satisfaction * * The buyer recognizes problems or needs.The need can be triggered by: ■1. Internal stimuli ■ 2. External stimuli Which one ？ purchase use dissatisfaction repurchase complain publicity to others ↓ ↙ ↘ ↓ ↓ ↓ Thank you! *