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Consumer Decision-Making Insights

The document discusses factors involved in the decision-making process for purchasing various products like clothing, laptops, and haircuts. It examines who the decision makers are, what motivates purchases, attributes considered, information sources, and the general process. For clothing, decisions depend on age and involve parents, friends, brands and quality. Laptop purchases focus on individuals and consider brands, specifications, design, price and service. Haircut decisions involve parents, individuals and friends' opinions and are motivated by trends, celebrity styles and solving hair-related problems.

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Mohit Malviya
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6 views16 pages

Consumer Decision-Making Insights

The document discusses factors involved in the decision-making process for purchasing various products like clothing, laptops, and haircuts. It examines who the decision makers are, what motivates purchases, attributes considered, information sources, and the general process. For clothing, decisions depend on age and involve parents, friends, brands and quality. Laptop purchases focus on individuals and consider brands, specifications, design, price and service. Haircut decisions involve parents, individuals and friends' opinions and are motivated by trends, celebrity styles and solving hair-related problems.

Uploaded by

Mohit Malviya
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Auditing the

CHOICE PROCESS

Presented by:
Mohit Malviya
Anu Singhai
Aradhana Gupta
Aniket Bhushal
SOAPS
SOAPS
SOAPS
Decision making unit-
Age group (0-5)- Parents
till 15- Parents & Individuals
& above- Individuals only
Buyer-
Firstly parents but later on individual take charge of purchasing them

Role Players in Decision making:


Individuals
Parents
Friends
Fashion

What motivate purchasing-


Brands
Discounts
Quality & Pricing
Surroundings
TROUSER
Solution to the problems-
Clothing
Trendy

Attributes:
Quality
comfort
fabric
Design

Characterize the decision-


Impulse Buying

Characterize the decision making process-


Need/ Want recognition
Brand selection/ Shop selection
Alternatives evaluated
Finalizing the best amongst all
TROUSER
Information collected-
Trend
Price
Discounts

Sources for search-


TVCs
Word of mouth
Online advertising

Where is the consumer buy and why there-


Specific shops/ Brand outlets
( Wide variety of options & reasonable pricing factor)

Which come first where to buy or what to buy-


Where followed by What

TROUSER
LAPTOP

Decision making unit: Decision depends solely on the individuals who are the end
consumers but sometimes children also play an indirect role in the decision process.

Buyer: Mostly individuals who are the end consumers.

Role Players in Decision making:


Individuals
Parents
Friends
Experts (Computer)

What motivate purchasing:


Brands
Technology
Specifications
Quality
Design and trend
Price
Service
Solution to the problems:
Processing and calculating
Time saving
Easy to carry
Internet savvy
Style statement

Attributes:
Brand
Quality
Style and design
Technology and specifications
Structure

Characterize the decision:


High involvement decision, needs great attention towards the product.

Characterize the decision making process-


Need/ Want recognition
Brand selection/ Shop selection
Performance and reliability
Technology and specifications
Selecting the best among all
Amount of deliberation: Unless customer gets satisfied, deal will not happen.

Information collected: Brand, quality, trend, design, technology, specifications, price, and
discounts etc.

Sources for search:


TVCs and print ads
Word of mouth is the most trusted one
Online advertising
Promotional offers

Where is the consumer buy and why there:


Here brand plays a very crucial role in the purchase decision not the shop.

Which come first where to buy or what to buy:


First comes What to buy ?
and then Where to buy ?
• Decision making unit-
Child – parents & parents – themselves
• Buyer-
male & female both
• Role Players in Decision making:
Parents
Individual
Friends
Barber
• What motivate purchasing-
Long hairs
current trend or style
Any celebrity
• Solution to the problems-
add look, creates a positive attitude
• Functions it facilitates:
style, look, confidence, creates a positive attitude,
add value to there personality.
• Attributes:
price, experience (ability to give look), time saving, quality
of service.
• Characterize the decision-
one time decision customer prefers
Very rarely switch to another
• Was it a first time decision?
Basically its first time decision of consumer

• amount of delebration appropriate?


Depends on the customer.

• Characterize the decision making process-


Problem awareness Information search evaluation of
alternative Purchase post purchase evaluation

• Information collected-
Price, distance, quality of work, experience.
• Where did the consumer buy and why there?
Depends upon the class of consumer

Some prefer best barber


Some prefer nearest barber
Why there??
Best Barber: Satisfaction and quality
Near by: Time saving & price

• Which come first where to buy or what to buy-


Where
THANK YOU…!!!

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