group 1. consumer buyer behaviour process
DESCRIPTION
consumer buyer behaviour processTRANSCRIPT
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M
MID-AUTUMN FESTIVAL
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MOON CAKE?
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Where to buy?
When to buy?
Which will choose?
Kinh Do
Huu Nghi
Other?
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Stimulusrespond model of buyer behaviour
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CONSUMER BUYER BEHAVIOUR PROCESS
Class: EBBA 3AInstructor: Nguyen Thi Thu Trang (MSc.)
GROUP 1: Nguyen Thi LienVu Tuan AnhNguyen Trung Hieu
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CONSUMER BUYER BEHAVIOUR PROCESS
I. Definition
1. Problem Recognition
2. Information Search
3. Evaluation of Alternatives
4. Purchase decision
5. Postpurchase behaviour
II. Customer buyer behaviour process
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DENIFITION
Consumer behaviour is the processes use to select, secure, and dispose of products, services, experi-ences, or ideas to satisfy the consumer need
Economic
Psycology
Social Study
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CONSUMER BUYER BEHAVIOUR PROCESS
Problem RecognitionProblem Recognition
Information SearchInformation Search
Evaluation of AlternativesEvaluation of Alternatives
Purchase DecisionPurchase Decision
Postpurchase behaviourPostpurchase behaviour
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1. Problem Recognition(awareness of need)
The first stage of the buyer decision process in which the consumer recognises a problem or need.
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Problem Recognition(awareness of need)
MASLOW’S HIERARCHYOF NEED
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2. Information search
Once the problem has been recognised, the consumer will start to search for items thats capable of satisfy their need, when they start searching
Internal search
External search
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Information categories
ExperientialSources
Personal sources
Commercialsources
Public sources
According to Philip Kotler, information sources fall into 4 categories:
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3. Evaluation of Alternatives
The consumer start to establish criteria for evaluation, these criteria may differ from person to person similar to information search men-tioned above. Rank alternatives to find possible solution or return to step 2 - search
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4. Purchase decision
The stage of buyer deci-sion process in
which the consumer actually buys the
product
Sudden factor
Purchase
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5. Postpurchase behaviour
The stage of behaviour decision process in which consumer take further action after purchase based on their satisfaction or disatisfaction
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