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Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
Consumer Decision Making Summary
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Consumer Decision Making Summary

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  • 1. Prepared by Ezgi Merdin
  • 2. <ul><li>What brand to buy? </li></ul><ul><li>What store to buy? (channel decision) </li></ul><ul><li>How to pay? (payment decision) </li></ul><ul><li>Which service to use? (consumption decision) </li></ul><ul><li>“ Decision is the selection of an option from two or more </li></ul><ul><li>alternative choices. ” </li></ul><ul><li>Which criteria consumers are using? </li></ul><ul><li>Consumers are exposed to huge information but they have limited cognitive capacity. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 3. AD643 - Consumer Behavior - Ezgi Merdin
  • 4. <ul><li>According to Consumer Involvement (Assael, 1992): </li></ul><ul><li>Extensive Decision Making </li></ul><ul><li>Complex Decision Making </li></ul><ul><li>High cost, complex products </li></ul><ul><li>Entailing significant risks, can be performance risks </li></ul><ul><li>Long decision time </li></ul><ul><li>Goods of interest or emotion or ego-related </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 5. <ul><li>According to Consumer Involvement : </li></ul><ul><li>EPS Model </li></ul>AD643 - Consumer Behavior - Ezgi Merdin Source: Fill, 2002
  • 6. <ul><li>According to Consumer Involvement : </li></ul><ul><li>Perner’s Model </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 7. <ul><li>According to Consumer Involvement : </li></ul><ul><li>Routine Response Behavior </li></ul><ul><li>Subsequent Purchase Activity </li></ul><ul><li>Routinized Problem Solving </li></ul><ul><li>Conditioning and Learning </li></ul><ul><li>Brand Loyal Consumer </li></ul><ul><li>Frequently Purchased Low Cost Goods </li></ul><ul><li>Quick Decision </li></ul><ul><li>Little information processing </li></ul><ul><li>It reduces risks of product failure and financial loss. </li></ul><ul><li>It facilitates decision – making, through use of few information sources </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 8. <ul><li>According to Consumer Involvement : </li></ul><ul><li>Limited Decision Making </li></ul><ul><li>Limited Problem Solving </li></ul><ul><li>Goods of low-moderate cost </li></ul><ul><li>Few alternatives </li></ul><ul><li>Simple decision rules on a few attributes </li></ul><ul><li>Passive consumer </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 9. <ul><li>According to Consumer Involvement : </li></ul><ul><li>Fill’s LPS Model: </li></ul><ul><li>Source: Fill, 2002 </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 10. <ul><li>According to Consumer Involvement : </li></ul><ul><li>Source: Loudon & Della Bita, 1993 </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 11. <ul><li>According to Time-Line (Blackwell et al., 2006): </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 12. <ul><li>According to Time-Line (Blackwell et al., 2006): </li></ul>AD643 - Consumer Behavior - Ezgi Merdin <ul><li>Compensatory Decision Rules (all attributes considered) </li></ul><ul><li>Simple additive </li></ul><ul><li>Weighted additive </li></ul><ul><li>Non-compensatory Decision Rules </li></ul><ul><li>Conjunctive rule (minimal acceptables) </li></ul><ul><li>Disjunctive rule (higher cut-offs) </li></ul><ul><li>Lexicographic rule (acc. to most imp. Attribute) </li></ul><ul><li>Elimination by aspects </li></ul>
  • 13. <ul><li>According to Time-Line (Blackwell et al., 2006): </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 14. <ul><li>According to Time-Line (Blackwell et al., 2006): </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  • 15. AD643 - Consumer Behavior - Ezgi Merdin
  • 16. AD643 - Consumer Behavior - Ezgi Merdin
  • 17. AD643 - Consumer Behavior - Ezgi Merdin
  • 18. <ul><li>Assael, H. (1992) Consumer Behavior and Marketing. 4th ed. PWS Kent. </li></ul><ul><li>Blackwell, R.D. , P.W. Miniard & J.F. Engel . ( 2001 ) Consumer behavior 9th ed. Harcourt College Publishers, Fort Worth, TX. </li></ul><ul><li>-- ( 2006) Consumer behavior 10th ed. Singapore,:Thomson Southwestern. </li></ul><ul><li>Fill, C. (2002), Marketing Communications 3e, Pearson Education </li></ul><ul><li>Foxall, G.R. (1980) C onsumer behavior : A Practical Guide. Routeledge, London. </li></ul><ul><li>Loudon, D. L., & Della Bitta, A. J. (1993). Consumer Behavior. Concepts and Applications. New York: McGrow Hill, Inc. </li></ul><ul><li>Nicosia, F.M. (1966), Consumer Decision Processes. Marketing and Advertising Implications, Prentice-Hall, Englewood Cliffs, NJ. </li></ul><ul><li>Perner, L. PhD website www.consumerpsychologist.com </li></ul><ul><li>Rau, P . & Samiee , S . 1981. Models of consumer behavior: The state of the art. Journal of the Academy of Marketing Science 9 (Summer): 300-15. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin

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