15. Consumer decision- making & Beyond

15. Consumer decision- making & Beyond

1. 1. What is a decision?

2. 5. Online CB & decision-making

3. 3. Models of consumers: 4 views of consumer decision-making

   • An Economic view
   • A Passive view
   • A Cognitive view
   • An Emotional view

4. 7. Beyond the decision: consuming & possessing

   • Products have special meanings & memories

5. 2. Levels of consumer decision-making

   • Extensive problem solving
   • Limited problem solving
   • Routine response behaviour

6. 8. Relationship marketing

7. 6. Consumer gifting behaviour

8. 4. A model for consumer decision-making

   • INPUT
     • Marketing inputs
     • Socio-cultural inputs
   • OUTPUT
     • Purchase behaviour
     • Post-purchase evaluation
     • The decision to do nothing
   • PROCESS
     • Need recognition
     • Pre-purchase search
     • Evaluation of alternatives
       • Evoked set
       • Criteria used for evaluating brands
       • Consumer decision rules
       • How do functionally illiterate consumers decide?
       • Going online to secure assistance in decision-making
       • Lifestyles as a consumer decision strategy
       • Incomplete info & non-comparable alternatives
       • Applying decision rules
       • A series of decisions
       • Decision rules & marketing strategy