Slide 1:

The Customer Decision-Making

Process
- Overview of the decision-making
process
- Stages: problem recognition,
information search, evaluation of
alternatives, purchase decision, and
post-purchase evaluation

Slide 2:

Stage 1 - Problem Recognition

- Definition: Identifying a need or want
that triggers the decision-making
process
- Influences: Internal stimuli (e.g.,
hunger, desire) and external stimuli
(e.g., advertising, recommendations)

Slide 3:
Title: Stage 2 - Information Search
- Definition: Gathering information
about available options to satisfy the
identified need or want
- Influences: Personal sources (e.g.,
family, friends), commercial sources
(e.g., advertisements, websites), and
public sources (e.g., reviews, articles)

Slide 4:
Title: Stage 3 - Evaluation of
Alternatives
- Definition: Comparing different options
based on specific criteria and attributes
- Influences: Psychological factors (e.g.,
perception, attitudes), social factors
(e.g., opinions of others, cultural
norms), and situational factors (e.g.,
time constraints, budget)

Slide 5:
Title: Stage 4 - Purchase Decision
- Definition: Choosing a specific product
or service from the available
alternatives
- Influences: Purchase intentions,
pricing, availability, and marketing
strategies (e.g., discounts, promotions)

Slide 6:
Title: Stage 5 - Post-Purchase
Evaluation
- Definition: Assessing satisfaction and
evaluating the decision after the
purchase has been made
- Influences: Cognitive dissonance (i.e.,
post-purchase doubts), product
performance, and customer support

Slide 7:
Title: Psychological Factors -
Perception
- Definition: How customers perceive
and interpret
information
- Influences: Selective attention,
interpretation, and retention

Slide 8:
Title: Psychological Factors - Attitudes
- Definition: Customers' feelings and
beliefs towards a product or brand
- Influences: Personal experiences,
social influences, and marketing
messages

Slide 9:
Title: Psychological Factors - Motivation
- Definition: The underlying drive or
need that influences decision-making
- Influences: Maslow's hierarchy of
needs, personal goals, and desires

Slide 10:
Title: Social Factors - Opinion Leaders
- Definition: Individuals who influence
others' opinions and choices
- Influences: Expertise, credibility, and
social influence

Slide 11:
Title: Social Factors - Reference
Groups
- Definition: Groups that individuals
identify with and seek validation from
- Influences: Aspirational groups,
membership groups, and dissociative
groups

Slide 12:
Title: Social Factors - Culture
- Definition: Shared beliefs, values, and
customs that influence behavior
- Influences: Cultural norms, symbols,
and rituals

Slide 13:
Title: Situational Factors - Time
Constraints
- Definition: Limited time may impact
decision-making and information search
- Influences: Urgency, importance, and
availability of alternatives
Slide 14:
Title: Situational Factors - Budget
- Definition: Financial constraints affect
the evaluation of alternatives
- Influences: Affordability, perceived
value, and cost-benefit analysis
Slide 15:
Title: Situational Factors - Physical
Environment
- Definition: The physical surroundings
may influence decision-making
- Influences: Store layout, ambiance,
and convenience

Slide 16:
Title: The Decision-Making Process
Infographic
- Visual representation of the stages
and influences on the decision-making
process

Slide 17:
Title: Case Study 1: Impact of
Psychological Factors
- Example showcasing how perception,
attitudes, and motivation influenced a
customer's decision-making process
Slide 18:
Title: Case Study 2: Influence of Social
Factors
- Example illustrating how opinion
leaders, reference groups, and culture
influenced a customer's decision-
making process

Slide 19:
Title: Case Study 3: Role of Situational
Factors
- Example demonstrating how time
constraints, budget, and physical
environment influenced a customer's
decision-making process

Slide 20:
Title: Tips for Marketers -
Understanding Decision-Making
Process
- Provide practical tips for marketers to
consider when understanding and
influencing customer decision-making

Slide 21:
Title: Importance of In-Depth Research
- Emphasize the importance of
conducting in-depth research to
understand customer decision-making
processes
Slide 22:
Title: Personalization and Targeted
Marketing
- Highlight the benefits of
personalization and targeted marketing
in influencing customer decision-
making

Slide 23:
Title: Ethical Considerations
- Discuss the ethical considerations that
marketers should be mindful of when
influencing customer decision-making

Slide 24:
Title: Key Takeaways
- Recap the stages of the customer
decision-making process
- Highlight the influences of
psychological, social, and situational
factors

Slide 25:
Title: Thank You!
- Closing slide with contact information
and a thank you message

Note: Visual consistency should be

maintained across slides, using a
consistent font size, color scheme, and
alignment. Utilizecomplementary
graphics or visuals to enhance the
understanding of the content. Make
sure to break down complex
information into manageable pieces
across multiple slides for better
comprehension.
Understanding Customer Behavior

Module Overview:
This module focuses on the critical
aspect of understanding customer
behavior in the field of marketing. It
provides students with a
comprehensive understanding of the
various factors that influence customer
behavior, the decision-making process,
and the importance of customer
insights in developing effective
marketing strategies. Through
theoretical discussions, case studies,
and practical exercises, students will
develop the skills to analyze customer
behavior, identify trends, and tailor
marketing initiatives to meet customer
needs and preferences.
Module Duration: 6 hours

Learning Outcomes:
Upon completion of this module,
students will be able to:
1. Understand the key factors that
influence customer behavior.
2. Analyze the customer decision-
making process.
3. Utilize customer insights to develop
targeted marketing strategies.
4. Identify emerging customer trends
and preferences.

Module Outline:

1. Introduction to Customer Behavior (1

hour)
a. Definition and importance of
understanding customer behavior in
marketing.
b. The role of customer behavior in
shaping marketing strategies.
c. Link between customer behavior
and business success.

2. Factors Influencing Customer

Behavior (1.5 hours)
a. Internal factors: Discuss
psychological and personal factors that
influence customer behavior, such as
motivation, perception, learning, and
personality traits.
b. External factors: Explore social,
cultural, and environmental factors that
impact customer behavior, including
family, reference groups, culture, and
marketing stimuli.
3. The Customer Decision-Making
Process (2 hours)
a. Overview of the decision-making
process: Identify the stages of the
customer decision-making process,
including problem recognition,
information search, evaluation of
alternatives, purchase decision, and
post-purchase evaluation.
b. Influences on the decision-making
process: Examine the role of
psychological, social, and situational
factors in each stage of the decision-
making process.

4. Analyzing Customer Preferences and

Trends (1.5 hours)
a. Market segmentation: Introduce the
concept of market segmentation and its
importance in understanding diverse
customer preferences.
b. Customer research methods:
Discuss qualitative and quantitative
research methods to gather customer
insights, such as surveys, focus groups,
and behavioral analysis.
c. Identifying customer trends:
Explore techniques to identify emerging
customer trends, including data
analysis, social listening, and
observation.

Assessment Methods:
1. Group or individual assignments
involving analysis of customer behavior
in specific industries or product
categories.
2. Case studies that require students to
apply their knowledge of customer
behavior to develop marketing
strategies.
3. Class discussions and participation
in analyzing real-world examples of
customer behavior.
4. Presentations or written reports on
customer research and identification of
customer trends.

Recommended Resources:
1. Solomon, M. R. (2019). Consumer
Behavior: Buying, Having, and Being
(13th ed.). Pearson.
2. Kotler, P., Keller, K. L., Brady, M.,
Goodman, M., & Hansen, T. (2019).
Marketing Management (17th ed.).
Pearson.
3. Schiffman, L. G., & Kanuk, L. L.
(2019). Consumer Behavior (12th ed.).
Pearson.
4. Dichter, E. (1966). How word-of-
mouth advertising works. Harvard
Business Review, 44(6), 147-160.

Note: The module duration and specific

topics can be adjusted based on the
course requirements and available
time. The recommended resources are
suggestions, and students can explore
additional materials based on their
interests and needs.