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Consumer Decision Processes
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“You can’t assume that people know what they want”
“You can’t assume that people will tell you the truth about their wants and dislikes, even if they know them. What you are likely to get are answers that will protect the informants in their steadfast endeavour to appear to the world as really sensible, intelligent rational beings”
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Nature of Decision Processes
Purchase options Consumption options Divestment options
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What to buy – both category and brand?
Purchase Options Whether to buy or save? When to buy? What to buy – both category and brand? Where to buy? How to pay?
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Consumption Options Whether to consume or not? When to consume?
How to consume?
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Divestment Options Disposal Recycling Remarketing
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Consumer Problem Solving
Rational Hedonic In most cases it is a combination of the two
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Consumer Decision Making Stages
Need recognition Search for information Pre-purchase alternative evaluation Purchase Consumption Post-purchase evaluation Divestment
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Variables that shape decision making
Individual differences Environment influences Psychological processes
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Decision Process Continum
Complexity High Low Degree of complexity Extended problem solving Habitual decision making
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Extended Problem Solving
Thought and evaluation precede the act of purchase and use because of the importance of making the right choice
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Limited Problem Solving
Need recognition leads to buying action, because the purchase does not assume great importance
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Factors Influencing Extent Of Problem Solving
Degree of involvement –personal factors, product factors, situations Alternatives are differentiated – time availability, consumer mood Sufficient time for deliberation
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Impulse Buying It does not have the indifference that accompanies LPS.
A high sense of emotional involvement and urgency short circuits the reasoning process and motivates immediate action. A sudden and spontaneous desire to act accompanied by urgency State of psychological disequilibrium in which a person can feel out of control Onset of conflict and struggle that is resolved by immediate action Minimal objective evaluation Lack of regard for consequences
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Variety Seeking Activation of seeking variety as a motive
Similar alternatives Frequent brand shifts High purchase frequency
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