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1. FASHION & VISUAL
MERCHANDISING (PRM 04)
NAME : NUR AZIERA BINTI ZAINI
MATRIX NUMBER : 28DRM13F1001
LECTURE NAME : PUAN WAN NOOR SHEILA BINTI MIOR SHARIFUDDIN
TITLE : CONCEPT OF DECISION MAKING

2. DEFINITION OF DECISION MAKING
 Decision making is the mental process of choosing from
a set of alternatives. Every decision-making process
produces an outcome that might be an action, a
recommendation, or an opinion

3. Two types of decisions
 Programmed : Decisions that are simple and routine and
have a pre-established decision-making plan
 Nonprogrammed : Decisions that are new and
complicated and require thought and creativity

4. AWARENESS OF NEED
 Some stimulus such as advertising, a visual presentation,
or a special event ignites need for a product
 For example ; a woman receives a wedding invitation

5. GATHERING INFORMATION
 Once the woman determined that she wants to attend
the wedding, she begins to gather the necessary
information to satisfy the need
 She may want to buy a dress to wear or buy a present
for the newlyweds. She may know about the places
where she can buy these items from either print or
broadcast advertisement such as recollections of store,
catalogs, or Web sites that had satisfied such needs in
the past, or a friend’s suggestion

6. MAKING DECISION
 The woman carefully measure each item against
established criteria that might include price,
attractiveness of the product, alternate uses and so
forth.
 If the customer has not reached a positive decision to
buy a dress or gift, she continues the process until the
need is satisfied
 Through understanding the principle of decision making,
the retailer can apply various approaches to assist the
customer with the selection

7. EVALUATING CHOICES
 Oftentimes there are many dresses or gifts from which to
choose
 The woman must evaluate each before reaching a final
decision

8. SATISFACTION WITH THE DECISION
 After the woman buys a dress to wear to the wedding,
she may consider whether or not the decision was
appropriate
 It is therefore important for the merchant to be has be as
helpful as possible by assisting the customer, making
suggestions that will be both beneficial to her, and
assuring her that the red dress she chose is the best one
for this weeding