Consumer decision making process

Question 1

Consumer decision making

Answer 1

Based on cognitive (problem-solving) and emotional elements

Question 2

Locus of control

Answer 2

Internal locus of control
• degree to which a person expect
that an outcome of their behaviour
depends on their own behaviour or
personal characteristics
-->  Western decision-making theory

External locus of control
• the degree to which persons expect
that the outcome is a function of
chance, luck or fate, under the
control of powerful others or simply
unpredictable
--> Eastern decision-making theory

Question 3

Levels of consumer decision making

Answer 3

Extensive problem solving
Limited problem solving
Routinized problem solving

Question 4

Phases of consumer decision making

Answer 4

1. Need recognition - actual state types & desired state types –> The gap between the actual state and the desired state becomes too grate
2. Search for information - internal–> external –> marketing information it noncommercial information
3. Evaluation of alternatives - Compensatory rule vs non-compensatory rule
4. Purchase
5. Postpurchase evaluation

Question 5

Factors that are likely to increase in the search for information phase

Answer 5

Product factors
Situational factors
Consumer factors

Question 6

Consumer Decision-Making Styles

Answer 6

A mental orientation characterizing a consumer’s approach to making choices

Question 7

Sproles and Kendall Consumer style inventory (CSI)

Answer 7

1. Perfectionism or high-quality consciousness
2. Brand consciousness
3. Novelty-fashion consciousness
4. Recreational, hedonistic shopping consciousness
5. Price and value-for-money shopping consciousness
6. Impulsiveness
7. Confusion over choice of brands, stores and consumer information
8. Habitual, brand loyal orientation toward consumption