Marketing Management

Buying Decision Process

Marketing Management

Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
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Marketing Management

Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
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• Decision process – all experiences in learning,
choosing, using, and even disposing of a product

Marketing Management
• Marketers have developed a stage model of the
process

Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
4
Five stage of the consumer buying process

Problem Recognition

Information Search
Marketing Management
Evaluation of alternatives

Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
5
 Problem Recognition

•
Problem Recognition Internal / External stimuli

• Internal – needs
Information Search
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• External – seeing a friend’s new car/
Evaluation of alternatives

jewellery
Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
6
 Information Search

•
Problem Recognition Search
– Heightened attention
– Information search
Information Search
Marketing Management
• Sources of information
Evaluation of alternatives
– Personal
– Commercial
Purchase Decision – Public
– Experiential
Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
7
Marketing Management

Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
8
 Information Search

Problem Recognition

Information Search
Marketing Management
Evaluation of alternatives

Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
9
 Information Search

Problem Recognition• Understand the Hierarchy of attributes

that guide consumer decision making –
Market partitioning
Information Search
Marketing Management
– Brand – dominant hierarchy
– Nation – dominant hierarchy
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– Price dominant hierarchy

Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
10
 Evaluation of alternatives

•
Problem Recognition How does the consumer process competitive
brand information and make a final value
judgment
Information Search
Marketing Management
• Belief – descriptive thought that a person
Evaluation of alternatives
holds about something

Purchase Decision
• Attitudes – person’s enduring favorable /
unfavourable evaluation, emotional feelings,
Post-purchase Behaviour and action tendencies
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
11
 Evaluation of alternatives

Problem Recognition

Information Search
Marketing Management
Evaluation of alternatives

Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
12
 Evaluation of alternatives

Problem Recognition • Laptop Mfr B

– Redesign the laptop

Information Search
Marketing
Evaluation of alternatives
Purchase Decision
Post-purchase Behaviour
Management
– Alter beliefs about the brand - Psychological
repositioning
– Alter beliefs about competitor’s brands -
competitive depositioning
– Alter the importance weights
– Call attention o neglected attributes
– Shift the buyer’s ideals
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
13
 Purchase Decision

•
Problem RecognitionBrand
• Dealer
• Quantity
Information Search
Marketing Management
• Payment Method
Evaluation of alternatives

• Compensatory Models vs Non-

Purchase Decision compensatory Models

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
14
 Purchase Decision

Problem Recognition

• Non-compensatory Models
– Conjunctive heuristic – acceptable limit for all
Information Search
Marketing
attributes Management
– Lexicographic heuristic – most important
Evaluation of alternatives
attribute
– Elimination by aspects heuristics – attribute
Purchase Decision related to importance and eliminating brands
that do not meet minimum acceptable cutoffs.

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
15
 Purchase Decision

•
Problem Recognition Intervening factors
– Attitudes of others
• Motivation to comply with the other
Information Search
Marketing
person’sManagement
wishes

Evaluation of alternatives
– Unanticipated situational factors

Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
16
 Post Purchase Decision

•
Problem Recognition Satisfaction

Information Search
Marketing Management
Evaluation of alternatives

Purchase Decision

Post-purchase Behaviour
Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
17
• https://www.bcg.com/en-
in/publications/2017/marketing-sales-globalization-
new-indian-changing-consumer.aspx
Marketing Management

Marketing Management , MBA 2017 - '19

DCSMAT Vagamon,
18