Extra Reading for Consumer Decision Making Process

Extra Reading for Consumer Decision Making Process

1. Mehta and Dixit, 2016

   • Retail markets are becoming increasingly crowded- the average US supermarket carried five times the number of items in 2010 than they did in 1976.
   • Decision making styles/ traits which affect the decision making process- perfectionism/ quality consciessness, hedonism/ fashion consideration, price/ value considerations, time constraints.

2. Lemon and Verhoef, 2016

   • A strong customer experience is becoming a leading marketing managerial objective.
   • An increased focus on the customer experience is due to an increasing myriad of touchpoints + channels for consumers resulting in a more complex customer experience.
   • Marketing managers must consider the consumer experience at every point along the consumer decision-making process.... consider channel fragmentation and Omni/ multichannel management.
   • Customer experience important during any time consumer has direct or indirect contact with the company e.g. info search, reviews, word of mouth, post purchase attitudes... make sure there is brand management to prompt a positive internal + subjective consumption decision.
   • Extra academics from Lemon + Verhoef-
     • Key objective of tracking consumer touch points is to develop understanding of how an experience can be enriched for a customer utilising the consumers decision making process. (Shmett, 2003)
     • Loyalty loop- during the post purchase stage, aim to trigger consumer loyalty behaviours e.g. satisfaction, or the whole decision making process is likely to start again... this is where there is consumer feedback. (Court et al, 2009)
       • Traditionally, consumer decision making was seen as more of a 'funnel' model which ended in consumer loyalty. The decision making process ow is a circular journey, not linear.
       • During the evaluation/ search phase of the consumer decision making process, 2/3 of the touchpoint are consumer-driven e.g. WoM of reviews. Less than 1/3 involve company driven marketing.
       • More than 60%. of consumers of facial skin care products go online to conduct research POST PURCHASE

3. Godinho et al, 2016

   • Time pressure constrains consumers decision making abilities
   • Time pressure increases consumer utilisation of picture stimuli during decision making, rather than utilising a more thorough considered decision making process considering all attributes.
   • Time pressure induces stress and diminishes consumer abilities to process information.

4. Gilberts (1991)

   • 2 Levels of influence on consumer decision making behaviour:
     • 1st. influences close to the individual: learning and personality/ attitude from reference groups/ family (consumer tribes?)
     • 2nd. influences developed in socialisation e.g. perception (cultural influences), motivators (socio-economic influences).