The purchase decision-making process (MC, unit1)

5 stages

1. Problem/need recognition: consumer recognises gap between actual state and desired state - a purchase may be needed to address the gap
2. Information search: routine problem solving involves impulse decisions with little time between stages 1 & 5. Consumers seek as much info. as possible in more complex decisions.
3. Evaluation of alternatives: match against criteria (mar. comms. often designed to identify those criteria e.g. cost, performance)
4. Purchase decision: doesn't invariably end in purchase. Cost may mean consumer settles for cheaper / delays purchase
5. Purchase evaluation: compare performance against criteria. Satisfaction = meets levels of expectation. Dissonance = doesn't (advert overclaims, delivery issues - unlikely to purchase brand again)

3 types of purchasing decisions:

• Routine problem solving - low-priced fmcg, consumer has prior experience of category & variety of brands, little info seeking or risk due to low-cost
• Limited problem solving - ltd. information sought when considering new brand even in familiar category, slightly more expensive purchases or where degree of risk (medicines)
• Extensive problem-solving - detailed info. search, evaluate alternatives, occurs where category unfamiliar, infrequent purchase, high capital outlay (house) or high degree personal commitment (club membership)