This document discusses consumer decision making and effective decision making strategies. It covers the following key points: 1. Consumer decision making involves extensive problem solving, limited problem solving, or routinized response behavior. Views of decision making include economic, passive, cognitive, and emotional perspectives. 2. Effective decision making requires decisions that can be implemented with commitment and persuasion of others. Problems that prevent effective decisions include lack of information, too much information, too many people involved, vested interests, and emotional attachment. 3. Decision making strategies involve defining the problem, gathering information, developing and evaluating options, choosing the best action, and implementing and monitoring the decision. Decision making in the workplace can be command,

1. Selling Skills and Decision
Making
Dr. Manisha Pawar

2. • Role of Consumer behavior in decision making. Effective decision
making, Decision making at the work place, Problem solving and
building relationship, Decision making strategy.

3. Role of Consumer behavior in decision
making
• An understanding of consumer behavior is necessary for the
long-term success and survival of a firm. Consumer decision
making is viewed as the edifice of the marketing concept, an
important orientation in marketing management.
• Types of Consumer Decision Making
• Extensive Problem Solving
• Limited Problem Solving
• Routinized Response Behaviour

5. Views of Consumer Decision Making
• An Economic View
• they need to be aware of all the alternatives present in the market
• able to efficiently rank the products as per their benefits.
• know the best alternative that suits them as per their requirements.
• A Passive View- consumers are impulsive and irrational while
making a purchase.
• A Cognitive View- individuals to focus on the processes through
which they can get information about selected brands
• An Emotional View- associated with deep feelings or emotions
such as, fear, love, hope etc.

6. Effective decision making
Decisions need to be capable of being implemented, whether on a personal or organizational
level. You do, therefore, need to be committed to the decision personally, and be able to
persuade others of its merits.
Problems that can prevent effective decision-making
• Not Enough Information
• Too Much Information
• Too Many people
• Vested Interests
• Emotional Attachment

7. Decision making at the work place
• Command decision-making-
• quickest and most direct route to an outcome
• Collaborative decision-
• making-to discuss an issue and a possible solution
• Consensus-based decision-
• making-effective in building strong teams as it promotes a sense of unity
• Vote decision-making-
• gather input from a large number of people without discussion or debate
• Delegation of decision-making
• delegate the decision-making to an expert, a consultant or someone on your
management team

8. Problem solving and building relationship
1.Identify The Problem
1.Gather Information
1.Determine Root Cause
1.Investigate Possible Solutions
1.Implement Best Solution
1.Test to make sure you actually solved
the problem it, if not go back to #4!

9. Decision making strategy
• What? Can be solved? Symptoms
• Immediate or can wait? Can I Ignore? Will go away
Define the Problem
• Stakeholders
• Fact and Data
• Ask
Gather Information
• Choose the option that Show promise, need info, can be changed or combined
• Predict consequences. If then…what if?
• Ask: Worst Solution?
Develop and Evaluate Options
• factual data, your intuition, and your emotional intelligence when deciding a course
of action.
• Accept that the solution may be less than perfect.
• Consider the middle ground. Compromising on competing solutions - the best
decision.
Choosethe Best Action
• Step-by-step process/Action
• Communications strategy
• Resource identification/allocation
• Timeline
• Measurements/benchmarks
Implement and Monitor the
Decision