Buyer Decision Process

Consumer Decision Making (DM)

Every day, numerous decisions were make in every aspect of
our daily lives.
Have you ever think how the decision was decided and what
is involved in the particular DM?
When a person has a choice between brand X and brand Y,
the person is in a position to make a decision.
If there is no choice, it does not constitute a decision, such a
no-choice decision is referred to as a Hobsons Choice
 The Buyer Decision Process
Evaluation Post-
Need Information Purchase
of Purchase
Recognition Search Decision
alternatives Behaviour

Thismodel emphasizes that the buying process starts

long before and continues long after the actual purchase
Consumers pass through all five stages with every
purchase they make.
But in more routine purchases, consumers skip or
reverse some of these stages
Levels of Consumer Decision Making
1. Extensive problem solving

2. Limited problem solving

3. Routinised response behaviour

 Extensive problem solving (EPS)
EPS is commonly used when consumers have no established
criteria for evaluating a product category or specific brands
in that category, or have not narrowed the number of brands
they will consider to a small and manageable subset.
Sometimes EPS is fueled by doubts and fears, lack of
experience and information about an expensive, significant,
or high-involvement purchase.
Consumers engaging in EPS generally evaluate many
alternatives, consulting a wide variety of product
information sources, and research options on how and
where to make the purchase.
 Limited Problem Solving (LPS)
It is problem solving of a lower degree of complexity that
influences consumers actions due to limited of time,
resources or motivation to engage in EPS.
It is far common to simplify the process an reduce the
number and variety of information sources, alternatives,
criteria used for evaluation.
In LPS, there is little information search or evaluation
before purchase because the purchase does not assume
great importance.
Brand trial can occur in the process of evaluation
(coupon, free-sample for new brand)
 Routinised Response Behaviour (RRB)
At this level, consumers have experience with the product
category and a well established set of criteria with which to
evaluate the brands they are considering.
In some situation, consumer may search for a small amount
of additional information, they simply review what they
already know