Unit - II

Consumer Decision Process

Consumer Decision Making Unit 2
Consumer Decision Process
Model - Stages - Factor influencing CDP
Pre-purchase process
Need recognition:- Its importance - factors triggering
need recognition
Information Search:- internal vs external search - its
importance amount of search
Determining alternatives:- constructing the
consideration set - Evaluation of alternatives - pre-existing
vs new evaluator - Process involved in constructing
evaluations - Compensatory vs non-compensatory
evaluation strategies
Overview of Unit 2
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2006 saw the launch of Fair And Lovelys brand
extension Menz Active in the Indian market. Menz
Active is HLLs reply to the much hyped and much
discussed launch of Fair And Handsome by Emami
Limited.

In 2005 Emami launched Indias first fairness cream
for men. Indian fairness cream market is worth around
Rs 1000 crores. But why fairness cream for men?
Research suggests that 28 % of all fairness cream
users are men. That makes sense for a serious brand
in that segment isnt it?
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CDB Model
Need recognition
Information Search
Pre-purchase evaluation of alternatives
Purchase Intention / Purchase
Consumption
Post-consumption evaluation
Divestment
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CDB Stages

Need
Recognition
Memory
Individual
Influences
Environmental
Influences
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Need
Recognition
Individual
Influences
Environmental
Influences
Search
Internal
Search
External
Search
Memory
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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli
-Marketer dominated
-Non-marketer dominated
Memory
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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli
-Marketer dominated
-Non-marketer dominated
Memory
External
Search
Need
Recognition
Individual
Influences
Environmental
Influences
Search
Internal
Search
Pre-purchase
evaluation of
alternatives
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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli
-Marketer dominated
-Non-marketer dominated
Memory
External
Search
Need
Recognition
Individual
Influences
Environmental
Influences
Search
Internal
Search
Pre-purchase
evaluation of
alternatives
Purchase
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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli
-Marketer dominated
-Non-marketer dominated
Memory
External
Search
Need
Recognition
Individual
Influences
Environmental
Influences
Search
Internal
Search
Pre-purchase
evaluation of
alternatives
Purchase
Consumption

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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli
-Marketer dominated
-Non-marketer dominated
Memory
External
Search
Need
Recognition
Individual
Influences
Environmental
Influences
Search
Internal
Search
Pre-purchase
evaluation of
alternatives
Purchase
Consumption
Post -
Consumption
Dissatisfaction Satisfaction

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Exposure
Attention
Comprehension
Acceptance
Retention
Stimuli
-Marketer dominated
-Non-marketer dominated
Memory
External
Search
Need
Recognition
Individual
Influences
Environmental
Influences
Search
Internal
Search
Pre-purchase
evaluation of
alternatives
Purchase
Consumption
Post -
Consumption
Dissatisfaction Satisfaction
Divestment
Dr.CD, KSM
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Factors influencing CDB
Individual
differences
Demographics,
Psychographics,
Values and
Personality
Consumer
resources
Knowledge
Attitudes
Environmental
Influences
Culture
Social Class
Family
Personal
Influence
Situation
Psychological
Influences
Motivation
perception
Learning
Attitude and
Behavior change
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Factors that shape Decision Process