levels of consumer decision making
depends on level of INVOLVEMENT, effort and money needed for purchase
1) routine response: low-involvement; low-cost; frequently bought products out of loyalty/habit with minimal effort or thought (e.g., toothpaste, snacks).
2) limited problem solving - moderate involvement; moderately priced; less familiar products (e.g., buying a new brand of shoes or a small appliance).
- Consumers do some comparison and evaluation, but not as thoroughly as extensive decision-making.
3) extensive problem solving - high-involvement; purchase is expensive, infrequent, or high-risk (e.g., buying a car or a house).
- Consumers spend a lot of time researching, comparing options, and evaluating alternatives.
type of decision-making process used depends on:
1) Importance of the decision
2) Extent of previous experience
3) Existence of well-established decision criteria
4) Amount of information at hand about each alternative
5) The number of alternatives available
6) Model of consumption being followed
consumer decision-making process
1) need recognition - realising difference between actual and desired states
- larger the gap, bigger the need
- active (those you are aware of) vs inactive (those that exist but you are not yet aware of) problems
- problems requiring immediate solutions and those that do not
- Identify and find solutions for consumer problems
- Lower actual state, increase desired state
- Increase the importance of the gap between actual and desired states
- Convert inactive problems to active problems
- Convert problems into ones requiring an immediate solution
2) pre-purchase search
- Types of Information Sources - personal and impersonal
- Types of Information Sought - alternatives, evaluative criteria like product features, how brands rate on these criteria
Factors Affecting Extent of Information
Search
3) evaluation of alternatives
