분야
ppt2.Step.1 : Problem recognition
3.Step.2 : Information Search
4.Step.3 : Evaluation of Alternatives
5.Step.4 : Product choice
6.Step.5 : Postpurchase Evaluation
7.Involvement
8.Internal Influences on Consumers’ Decisions
9.1.Perception
10.Case 1. subliminal advertising
11.2.Motivation
12.3. Learning
13.Cast 3 Brand: Beksul
14.4. Attitudes
15.Case 4
16.5. Personality and the self
17.6. Age Groups
18.7. Lifestyle
19.External Influences
The consumer decision-Making Process consists of 5 steps like this picture.
For example, 은주 want her phone to change smart phone. This step is a problem recognition.
So, 은주 collect information by searching Internet, listening to advices of her friends who are using them, watching advertisement, or visiting a store, or something like that.This is information search step.
And Then, 은주 compares with some different products according to her important criteria. She thinks what is strength and what is weakness about each different products. This is a third step, Evaluation of alternatives.
Finally, 은주 choose one of alternatives, it is best for her. It is product choice.
The consumer decision making process is not finished yet. The last step is postpurchase evaluation. It means that she is finally thinking whether her decision is good or not.
So, Marketers should make a strategy fitted to each step.
