5. Types of Decision Process
Picking
Random choice
Indifferent to the brand
he buys
Reason
Low involvement
Little uncertainty in
untried brands
Few differences
between the brands
Example: Mineral water
Impulse buying
Powerful and
persistent urge to
buy
Grabbing a product
than choosing
Feeling of regret
after purchase
Example
Choclates
6. Types of decision process
Again a low involvement
purchase
Requires some sort of
difference in brands
Reason
More than one consumption
cycle
Timing of purchase and
consumption are different
Example: toothpaste
Display is important in variety
seeking products
Low involvement
purchase
Requires approval
from external
sources
Example: Helmets
Variety seeking Legalistic behaviour
7. Types of decision process
Information about the
brand from the personal
source
Buyer has time constraint
Buyer is not
knowledgeable about
alternative brands
Example: Drugs and
medicines, speakers, hard
disks, pen drive and printer
cartridges
Example: Anti-Virus
software
Rule of thumb is used
by consumers for
repeat purchases
Reasons
Task complexity
Time pressure
Distractions
Consumer use hallmark
or ISI mark as
heuristics
Example: Computer
Subcontracted decision
making
Heuristics
8. Types of decision process
Purchase is of importance
Complex, high priced products
Brands are perceived to be
different
High degree of uncertainty
Choice criteria
Technical performance
Generated functions
Economic criteria
Adaptive
Integrative
Cultural
Social
Ego
Consumer durables
Automobiles
Extended Problem Solving Example
9. Types of decision process
Behavior arises from
the past satisfaction
of the product
Example: Cosmetics
Face wash
Hair gel/cream
Situation of ‘latent
conflict’ occurs
Habitual behavior Quasi-resolution process
10. Types of decision process
Reciprocity
Homogenous product have reciprocity orders
Example: Petroleum, chemicals, iron and steel
