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Leon Schiffman's Decision-Making Model

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1. Marketing Intelligence
Marketing Intelligence is the external data which is collected in order to analyze the market before making any strategic decisions. This kind of data could be demographic data like population, age, income range or customers’ satisfaction, consumption habit.
This research also helps to identify gather or break down all the related information of the market, target customers and competitors … into small pieces to analyze and “interpret that new information on an ongoing base so that you can make any changes that are needed in your strategies.” 1
Marketing research arranges, systematizes all the information, including: Identifying the information needed, Collecting data, Analyzing data and Disseminating the results to …show more content…

The below process is the Customers’ Decision – Making model:
As stated by Leon Schiffman in Consumer Behavior (Global Edit), these three stages clearly lead to customers’ decision making.
The Input Stage requires a lot of customers’ information. This stage also shows that customer decision making has been impacted by 2 factors the company’s marketing efforts (price, promotion, product features …) and the sociocultural influencers (Friends, family, …)
The second stage- Process stage- focuses on how customers make decisions on buying the products. In this stage, the psychological influences (motivation, perception, attitude …) needed to affect on the customer’s recognition of need, pre-purchase on information search and evaluation of alternatives. Those actions bring us the experience after evaluating and then becomes a part of the consumer’s Psychological factors through the process of learning.
The last stage is Output stage shows the decision of Purchase and Not Purchase. If purchase, then the post-purchase evaluation shall happen to decide the repurchase and make customer

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