Lesson Notes By Weeks and Term - Senior Secondary School 1

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Term: 2nd Term

Week: 6

Class: Senior Secondary School 1

Age: 15 years

Duration: 40 minutes of 2 periods each


Subject:      Marketing

Topic:-       Consumer behaviour II

SPECIFIC OBJECTIVES: At the end of the lesson, pupils should be able to

  1. Define consumer decision process
  2. Describe the stages of the consumer decision process
  3. Highlight the models of consumer buying behaviour

INSTRUCTIONAL TECHNIQUES: Identification, explanation, questions and answers, demonstration, videos from source

INSTRUCTIONAL MATERIALS: Videos, loud speaker, textbook, pictures, https://stoplearn.com/consumer-and-organisational-behaviour/








The teacher reviews the previous lesson on consumer behaviour

Students pay attention



She explains the meaning of consumer decision process 

Students pay attention and participates



She discusses the stages of the consumer decision process

She highlights the model of consumer buying behaviour

Students pay attention and participate



The teacher writes a summarized note on the board

The students copy the note in their books



Consumer Decision Process

Consumer decision process connotes a choice on what to buy, how much

to spend, what alternative to acquire and where to purchase it. Consumer

decision process passes through the following stages.


  1. Problem recognition/recognition of unsatisfied need:

An unsatisfied need of consumer may create inner tension which may lead

to problem recognition. At this stage of decision process, consumer

becomes aware of a significant discrepancy between the existing situation

and a desired situation. Problem recognition simply connotes a realization

by the consumer that he/she needs to buy-something to get back to the

normal state of comfort.


  1. Information Search:

This refers to information gathering/data collection. Once a need has been

recognised by a consumer, he/she begins to search for relevant and

reliable information about various alternative ways of solving the problem.

Sources of information includes the internet, the mass media (radio,

television) and print media (newspaper, magazines) friends and

acquaintances, consumer reports or product manual/catalogues, visit to

shops, interview etc.


Other factors that affect information search are: the time and money cost,

the information the consumer already has from past experiences and other

sources; the amount of the perceived risk if a wrong selection is made.


  1. Evaluation of Alternatives:

Immediately consumer identified reasonable alternatives, the consumer

must evaluate each one in preparation to making a purchasing decision.

Past experience, attitude towards various brands of products, opinion of

family members and groups are used as components of evaluation guide

which consumers used to evaluate alternatives.

Moreover, there are two categories of choice models, these are;

compensatory and non-compensatory models.


(a) Compensatory Model: This is when consumer arrives at a choice by

considering all of the attributes for a product and mentally trading off the

alternatives perceived weakness on one or more attributes for its perceived

strength on other attributes.


(b) Non-Compensatory Model: This is more or less the opportunity of the

compensatory model. This is when an alternative fails to meet the cut-off

mark of consumer, even on one attribute, ¡t is then dropped.


  1. Purchase Decision:

Once the consumer has evaluated the alternatives, then, he/she must

make purchase decision. If the decision is to buy, he or she must so make

decisions on the brand, price, store, colour, etc. Marketers can influence

decision making process of consumers even at this level as most

consumers find it very hard and difficult to make decision. Some

consumers choose the convenience in-home shopping via telephone or

mail order rather than travelling to complete transaction in retail stores.


  1. Post Purchase Decision:

It must be noted that the consumers decision process does not end with

the purchase decision. However, the experience of buying and using the

product provides information that the consumer will use in future decision


After a consumer makes an important choice decision, he/she may be

reasoning out-the wisdom or what led to the purchase decision. Therefore

a marketer must know that post purchase behavior can influence repeat

sales and affect (positive/negative) what the consumer tells others about

the product or services of a particular organisation or firm.


Problem recognition → information search → Evaluation of alternatives → Purchase decision → Post purchase → decision.


EVALUATION:    1. Explain consumer decision process

  1. Discuss the stages in the consumer decision process
  2. Highlight the model of consumer buying behaviour

CLASSWORK: As in evaluation

CONCLUSION: The teacher commends the students positively