Perception and the Decision Making Process...

In week 3 the topic was Perception and The Decision Making Process. In groups we were asked to draw a word picture of an over 50 year old. We had to write words which we felt related to a typical person 50+. Our group choose to portray a man who was in his late 50's. Here is what we came up with...


• 50+years old
• Male
• Receding hair line
• Shops in Tesco
• Saloon car
• Watches Top Gear
• Has a family
• Drinks Whiskey
• Enjoys going to the pub
• Traditional
• Has a roast every Sunday
• Reads broadsheet newspapers

Buyer Decision Process

Need recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behaviour

Kotler’s buyer decision process varies by the amount of involvement. The Perceived Risk Model suggests that buyer behaviour depends on an individual’s perception on the risk in buying a product. One way of measuring involvement is with the use of FTPEPS.
FTPEPS

Finance - What is the cost of product?
Time - How much time is spent choosing product?
Performance - How long will the product last?
Ego - How do I feel about myself with the product?
Physical - Can the product hurt you?
Social - What will other people think?

Using the FTPEPS you can consider the likely level of involvement of buying and product, from bigger items such as a house or a car to smaller items such as food or clothes.

Perception Sensation Attention Interpretation

It is said that people daily sense 2 million adverts, but only pay attention to 150 of which only a small amount are effective to an individual.