The Consumer Decision Process参考.ppt

Types of Decision Processes Initial Purchase Limited Problem Solving (LPS): Consumers don’t have motivation, time, or resources to engage in EPS Little search and evaluation before purchase Need recognition leads to buying action; extensive search and evaluation often avoided as the purchase is not of great importance Types of Decision Processes Initial Purchase Midrange Problem Solving: Many decisions occur along the middle of the continuum Decisions are made with a minimal amount of time and only moderate deliberation Types of Decision Processes Repeat Purchases Repeated Problem Solving Habitual Decision Making Types of Decision Processes Repeat Purchases Impulse Buying Unplanned, spur-of-the-moment action triggered by product display or point of sale promotion (least complex form of LPS) Repeated Problem Solving Habitual Decision Making Types of Decision Processes Repeat Purchases Impulse Buying Unplanned, spur-of-the-moment action triggered by product display or point of sale promotion Least complex form of LPS but differs in some important ways Repeated Problem Solving Habitual Decision Making Types of Decision Processes Repeat Purchases Impulse Buying Variety Seeking Consumers may be satisfied with the present brand but still engage in brand switching Can be triggered because bored with current brand or because of special offer Repeated Problem Solving Habitual Decision Making Factors Influencing Problem Solving Extent Factors Influencing Problem Solving Extent Degree of Involvement: Level of perceived personal importance and interest evoked by a stimulus in a specific situation (High-Low) Factors Influencing Problem Solving Extent Degree of Involvement (High-Low) Personal Factors (self-image, health, beauty, or physical condition) Product Factors (is there perceived risk in purchasing and using a particular brand or product?) Situational Factors (is the product purchased for personal use or as a gift?) Factors Influe