Beruflich Dokumente
Kultur Dokumente
Purchase decision
After recognizing a need, searching for information and evaluating
different alternatives, ac- cording to Evans et al. (1996, 99) consumers
often use decision rules in order to make a choice among different
product and brand options. A decision rule, also known as a heuristic,
assigns value to a product option and it also determines the criteria
based on which a decision is made. Moreover, Solomon et al. (2006,
279) note, similar to Kotler and Keller (2009, 212) that in order to
make decisions simpler, consumers use heuristics and make
assumptions that serve as shortcuts to more complex processing of
information.
Kotler and Keller (2009, 212) define two different factors that can
come in between of intended purchasing decision and actually
executing it. These two intervening issues are attitudes of others and
unanticipated situational factors. The attitudes of others can reduce a
it. This is because the risks involved are rather low and thus the
consumer is not very motivated in investing valuable time and energy
in the buying decision process. In limited problem-solving situations
people use general guidelines and decision rules that are based on
previous purchases to help them make a choice instead of having to
start the decision-making process from scratch every time a decision
has to be made. The consumer usually sees all the purchase
alternatives as rather similar and the final choice is often influenced
by store displays. (Solomon et al. 2006, 261-262.)
In extended problem-solving the consumer uses lots of time to collect
as much information as possible, both from memory and outside
sources, before making a purchase. Because of the purchase is of high
importance to the consumer, multiple information sources are covered
before making store visits. Each product alternative is considered
carefully and comparisons are made. The consumer is very motivated
in putting effort into the decision-making process in order to make the
best choice possible among the available alternatives. Many different
evaluative criteria is used because the alternatives may be perceived
significantly different unlike in cases of limited problem-solving.
(Solomon et al. 2006, 261-262.)
In extended problem-solving situations the consumer is willing to visit
many outlets if needed and communication with sales personnel is
often desirable to get as much information about the product as
possible. Extended problem-solving is the most related to the
traditional view of consumer decision-making process and it is often
triggered by a motive that is important for the self-concept of the
consumer. (Solomon et al. 2006, 261-262.)
Asch, D. & Wolfe, B. 2001. New Economy New Competition, The
Rise of the Consumer?. Palgrave. New York.
Noel, H. 2009. Consumer Behaviour. AVA Publishing SA. Lausanne.
Solomon, M., Bamossy, G., Askegaard, S. & Hogg, M. K. 2006.
Consumer Behaviour, A Eu- ropean Perspective. 3rd edition. Pearson
Education Limited. Essex.
Evans, M., Jamal, A. & Foxall, G. 2006. Consumer Behaviour. John
Wiley & Sons Ltd. West Sussex.
Evans, M., Moutinho, L. & Van Raaij, W. F. 1996. Applied Consumer
Behaviour. Addison- Wesley Publishing Ltd. Cornwall.
Reference group
What are reference group?
For men there are not much of reference group because man does not
usually discuss about their fairness openly, so when it comes to
reference group it does not usually exist in the case for men fairness
Its more of a emotional decision so they deal with it their own
Opinion formers
There could be many opinion leaders like dermatologist men goes to
these people to ask about their skin, and these people are the best one
to answer what type of a product would be suitable for them
Opinion leaders
In this case family or friends could play the role as they might have
used to product and may know which one would be the best.
Blogs
They give reviews
Endorsements
It can influence people to buy a product as it concerns to max fairness
virat kohli and shahid afridi are the people who do these things