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INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity

<< ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
Problem Recognition, Search and Evaluation and Decision and Purchase >>
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Consumer Psychology (PSY - 514)
VU
LESSON36
INTRODUCTION TO CONSUMER DECISION MAKING
CHAPTER 6: CONSUMER DECISION MAKING
Contents of Chapter No. 6
Input
Marketing Input
Socio-cultural Inputs
Process
Need Recognition
Pre-purchase search
Evaluation of Alternatives
Output
Purchase Behavior
Post-Purchase Evaluation
Introduction to Consumer Decision Making
Usually the decisions consumers are face are somewhat like the ones mentioned below:
What to buy?
How much to buy?
Where to buy?
When to buy?
How to buy?
Deciding what to buy is the most basic tasks. No buying activity may take place unless this fundamental decision is
made. Here consumers' product or service decision may encompass
Generic category of products (Electronic Equipment)
Specific category of products (Computer)
Brands Prices and Product features
Specific Decision
Consumer must decide, e.g. how much rice to purchase, how much oil, how many cans of cold drinks? etc...
Two products although physically same are likely to be perceived differently because of other facets associated.
Not all sales outlets are same, they may differ:
Downtown or suburban stores
Discount or full service stores
Merchandise lines (full VS. Narrow Purchase a camera from a brand shops or a super store)
Consumers decide not only on the general type of store but also determine a particular store
The decision is influenced by such factors as:
Urgency of need (medicine)
Availability of the chosen item (cars)
Store opening times (appliances before evening, clothes till late night)
Period of sales and clearances
Availability of transportation (Public transport or personal vehicle)
Freedom of all family members to shop
Other concerns are to shop extensively or shop from the first outlet, pay cash or charge, have it delivered or take it
home.
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Consumer Psychology (PSY - 514)
VU
Consumer decisions vary considerably in their complexity. Simple decisions may be about purchasing food. Buying
durable goods may be a complicated decision. Buying a home is too complicated.
Decision Complexity
The nature of decision complexity may be understood with the help of following continuum of situations:
Routine Problem Solving (RPS)
When consumers purchase a brand they have purchased before It involves little or no information seeking.
Consumers are brand loyal and purchase in a habitual, automatic and unthinking
Limited Problem Solving (LPS)
When consumers buy a new brand in a familiar product category (e.g. new brand of jeans) It involves a moderate
amount of information seeking and time in choosing.
Extensive Problem Solving (LPS)
When consumers buy in an unfamiliar product category. It involves the need to obtain substantial information and
a longer time to think. Consumers must form a concept of product category and determine the criteria to be used
in choosing a brand.
The Dynamics of Problem Solving Continuum
Consumer Decision Making Process
Consumer Decision making process may be understood in terms of the following three stages:
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Consumer Psychology (PSY - 514)
VU
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Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism