Consumer Behaviour Consumer Search and Evaluation Bangor Transfer

Consumer Behaviour Consumer Search and Evaluation Bangor Transfer Abroad Programme

Consumer Behaviour Basic Framework Motivation Perception Search Evaluation Choice Learning Bangor Transfer Abroad Programme

Consumer Behaviour Stages of Search and Choice • Information Search – seeking values • Evaluation of Alternatives – assessing value • Purchase decision – buying value • Post Purchase – value in use Bangor Transfer Abroad Programme

Consumer Behaviour Three Problem Solving Variants • Routine • Limited • Extended Bangor Transfer Abroad Programme

Consumer Behaviour Routine Problem Solving Almost a Habit Little effort in buying process Low priced, frequently used products Bangor Transfer Abroad Programme

Consumer Behaviour Limited Problem Solving Moderate effort Buyer has little time or effort to spend Bangor Transfer Abroad Programme

Extended Problem Solving Consumer Behaviour All stages of decision making process used Time and effort spent on search and evaluation High involvement purchases Bangor Transfer Abroad Programme

Consumer Behaviour Information Search • Internal - memory of previous experiences • External - personal sources - public sources - marketing sources Bangor Transfer Abroad Programme

Consumer Behaviour Information Search aids Consumer by: • • • Suggesting purchase criteria Identifying possible brand names Developing value perceptions Bangor Transfer Abroad Programme

Consumer Behaviour Alternative Evaluation – Assessing Value Consumers evaluation criteria represent • Objective / functional attributes of product • Symbolic/subjective factors Bangor Transfer Abroad Programme

Consumer Behaviour Purchase Decision – Buying Value Three possibilities: • From whom to Buy • When to Buy • Do Not Buy Bangor Transfer Abroad Programme

Consumer Behaviour From Whom… • Terms of sale • Past experience of seller • Returns policy Bangor Transfer Abroad Programme

Consumer Behaviour When To Buy… • Store experience • Time pressure • Sales process Bangor Transfer Abroad Programme

Consumer Behaviour Five Situational Influences • Purchase Task • Social surroundings • Physical surroundings • Temporal effects • States (Mood) Bangor Transfer Abroad Programme