Decision Making Process

Decision Making Process

1. Situation

   • Problem Recognition
     • Information Search
       • Evaluation and Selection
         • Store Choice and Purchase
           • Post Purchase Processes
             • Post purchase dissonance
             • Satisfaction?
               • Loyalty
               • Repeat purchase
               • Increased Usage
             • Dissatisfaction?
               • Brand Switching
               • Discontinued Use
         • Heuristics
         • JND
         • Decision Rules
           • Conjunctive (est min req prfrmns stdn 4 each EVALUATIVE CRITERIA)
           • Disjunctive (est min lvl prfmns for each IMPORTANT ATTRIBUTE)
           • Elimination-by-aspects (rank evaluative criteria in trms of imp & Establish cut off pointd
           • Lexicographic (rank criteria in order of importance; selects brand that performs best on the most imp attribute
           • Compensatory (rates hi-est on the sum of consumer judgement)
           • Non-compensatory ( good 1 criteria cannot compensate for bad criteria
       • Internal Search
       • External Search
       • MKT Strategies
         • Maintenance: maintain current prchs bhaveor
         • Disrupt: disrupt existing buying pattern. NOT evoked set
         • Capture: evoked set, LDM - Mkters nid 2 prov info
         • Intercept: intercept consumer during search. NOT evoked set
         • Preference: when TM EDM so new prod in evoked set
         • Acceptance: NOT evoked set. TM EDM. mkters must attract TM
     • HDM (low risk low srch)
     • LDM (middle)
     • EDM (high risk & srch)
   • Comm Situation (buyer rcv info)
   • Purchase Situation (affct prod select)
   • Usage Situation (G/S consumed)
   • Disposal Situation (P/P.package discarded b/use)

2. Internal Influences

   • Perception: Process through which we notice, attend to and interpret objects, etc
   • Learning & Memory
     • STM: % of mem currently used
     • LTM: perm strge of lrnt itms
   • Motives, Personality, Emotion (2 b rvd)
   • Attitudes
     • Affective (emotions)
     • Cognitive (beliefs & knowledge)
     • Behavioural (tendency to respond in a certain manner)

3. External Influences

   • Demographics & Lifestyle
   • The Household
   • Reference Groups
   • Social Class
   • Culture