External Influences

Firms Socio Cultural

INPUT Marketing
Environment
Efforts

Consumer Decision Making

Need Recog Psychological
Pre-purchase
PROCESS search

Eval of Experience
Alternatives

Post Decision Behaviour

Purchase
OUTPUT
Post purchase
Evaluation
 Types of Buying
ehaviour

Dealer = Routine Purchase [ RP ]

Brand + Dealer = Limited Problem Solving [ LPS ]

Product + Brand + Dealer = Extended Problem

Solving [ EPS ]
 ALL
BRANDS

KNOWN UNKNOWN
BRANDS BRANDS

ACCEPTABLE Unacceptable Indifferent Overlooked

BRANDS brands brands brands
EVOKED SET INEPT SET INERT SET

PURCHASED Not Purchased

BRANDS brands
Evoked Set

+
Inept Set

+
=
Inert Set Consideration Set
odels of Consumer Buyer Behavi
COMPENSATORY MODEL
1. Ideal Brand

NON-COMPENSATORY MODEL
2. Conjunctive

3. Disjunctive

4. Lexicographic/
Determinance
PRACTICAL LOYALIST

OPPORTUNISTIC SWITCHER

DEAL HUNTER

BOTTOMLINE PRICE SHOPPER

KINDS OF PURCHASE

Repeat Purchase
Trial Purchase
Long Term
Commitment
SITUATION CHARACTERISTICS

Physical features

Social surroundings

Temporal

Task definition

Antecedent states
Post Purchase

ε Behaviour
= Performance

ε < Performance

ε > Performance
 STRATEGIES
Brand
Position Target market decision making
patterns
RP LPS EPS

Brand in Maintenance Capture Preference

Evoked set Strategy Strategy Strategy

Brand not Disrupt Intercept Acceptance

in Strategy Strategy Strategy
Evoked set
 Relationship marketing
The firm provides The customer provides

•Products/services •Repeat purchase

•Individualized attention Trust •Increased loyalty

and
•Continuous info Promises •Goodwill

•Price offer •Positive word of mouth

•Customer services •Lower costs for the

•Extras and perks, etc firm, etc

pes of buying behavio
Low involvement High involvement

SIGNIFICANT
DIFFERENCES Variety-seeking Complex
BETWEEN BRANDS Buying Behaviour Buying Behaviour

FEW DIFFERENCES
Habitual Dissonance-reducing
BETWEEN BRANDS
Buying Behaviour Buying Behaviour