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Question 1

Explain the steps of the Consumer Decision-Making process

Answer 1

1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Product choice.
5. Post purchase evaluation
6. Disposal
7. Revoked thinking

Question 2

What happens during the problem recognition

Answer 2

Problem recognition occurs whenever a consumer recognizes a difference between the current state and the ideal or desired state. Triggers the urge to diminish or neutralize the difference.

Question 3

What happens during the information search?

Answer 3

There are different sources: Personal, commercial, public, and experiential
Internal search, scanning memory to assemble product alternative information
External search, obtaining information from advertising, retailers, catalogues, social network, websites.

Question 4

What happens during the evaluation of alternatives?

Answer 4

o Identify consideration sets
o Narrow list and compare pros and cons
o Use evaluative criteria to decide among remaining choices

Question 5

Define the word belief?

Answer 5

A belief is a descriptive thought that a person holds about something

Question 6

Define the word attitude?

Answer 6

A person’s enduring favourable or unfavourable evaluations, emotional feelings and action tendencies towards some object or idea.

Question 7

Explain the expectancy-value model

Answer 7

A model that assumes that consumers evaluate products and services by combining their brand beliefs(positive&negative) according to importance. Each criteria has its percentage(out of 100%), and each product will be given a score under each criteria(from 0-10).

Question 8

What happens during the product choice?

Answer 8

People may ultimately make the choice based on heuristics.

Question 9

Explain the non-conpensatory model

Answer 9

Evaluating attributes in isolation makes decision making easier for a consumer; also it increases the likelihood that he would have made a different choice if he had deliberated in greater detail.