消费者购买行为.docx

BABSON COLLEGE Note on Consumer Decision Making Processes By Ken Matsuno Consumers As Problem Solvers Traditionally, consumer researchers have approached decision making process from a rational perspective. This dominant school of thought views consumers as being cognitive (i.e., problem-solving) and, to some but a lesser degree, emotional.1 Such a view is reflected in the stage model of a typical buying process (often called the consumer information processing model) depicted in Figure 1. Problem Recognition Problem Recognition Information Search Evaluation and Selection of Alternatives Decision Implementation Post-purchase Evaluation Figure 1 The Consumer Information Processing Model Source: Adopted from Kotler (1997), Schiffman and Kanuk (1997), and Solomon (1996) In this model, the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision implementation, and post- purchase evaluation. Problem Recognition In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. For example, Doug may realize that his best suit doesn’t look contemporary any more. Or, Kathleen may recognize that her personal computer is not performing as well as she thought it should. These are the kinds of This note is prepared by Ken Matsuno, Assistant Professor of Marketing as a basis for class discussion. Copyright ? by Ken Matsuno and Babson College, 1997 Note on Consumer Decision Making Note on Consumer Decision Making Process PAGE PAGE 2 problem that we as consumers encounter all the time. When we found out a difference between the actual state and a desired state, a problem is recognized. When we find a problem, we usually try to solve the problem. We, in other words, recognize the need to solve the problem. But how? Information Search When a consumer discovers a problem, he/she is likely to search for more information. Kathleen may simply pay more attention