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Hitesh Jhanji, Lovely Professional University Unit 13: Consumer Decision-making Process

Unit 13: Consumer Decision-making Process Notes

CONTENTS
Objectives
Introduction
13.1 Steps in Consumer Decision-making Process
13.1.1 Problem Recognition

13.1.2 Information Search
13.1.3 Evaluation of Alternatives
13.1.4 Purchase Decision
13.1.5 Post-purchase Evaluation
13.2 Routinised Response Behaviour
13.3 Limited and Extensive Problem Solving Behaviour
13.3.1 Nominal Decision-making

13.3.2 Limited Decision-making
13.3.3 Extended Decision-making Process
13.4 Summary
13.5 Keywords
13.6 Self Assessment
13.7 Review Questions
13.8 Further Readings

Objectives

After studying this unit, you will be able to:
Explain steps in consumer decision making process
Describe routinised response
Elaborate limited and extensive problem solving behaviour

Introduction

Consumers' buying decision and consumption process of products or services always take place
in the context of some specific situation. From a marketers point of view it is extremely important
to understand how situations and internal and external sources of influence affect the purchase
decision process. Depending on the set of circumstances, consumers' behaviour may take any
number of directions. For example, the type of gift the consumer may purchase for his son's
birthday might well be different from the type of gift on the occasion of friend's marriage. The
type of clothes bought for jogging will most likely be different from those worn at a marriage
party. In these and many other decisions, consumers may base their buying actions on an
assessment of situations.

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