Variations in Consumer Decision Making

The preceding pages describe a general model of consumer decision making. But consumers do not always engage in all five steps of the purchase decision process or proceed in the sequence presented. They may minimize or even skip one or more stages if they have previous experience in purchasing the product or service or if the decision is of low personal, social, or economic significance. To develop effective promotional strategies and programs, marketers need some understanding of the problem-solving processes their target consumers use to make purchase decisions.23

Many of the purchase decisions we make as consumers are based on a habitual or routine choice process. For many low-priced, frequently purchased products, the decision process consists of little more than recognizing the problem, engaging in a quick internal search, and making the purchase. The consumer spends little or no effort engaging in external search or alternative evaluation.

Marketers of products characterized by a routine response purchase process need to get and/or keep their brands in the consumer's evoked set and avoid anything that may result in their removal from consideration. Established brands that have strong market share position are likely to be in the evoked set of most consumers. Marketers of these brands want consumers to follow a routine choice process and continue to purchase their products. This means maintaining high levels of brand awareness through reminder advertising, periodic promotions, and prominent shelf positions in retail stores.

Marketers of new brands or those with a low market share face a different challenge. They must find ways to disrupt consumers' routine choice process and get them to consider different alternatives. High levels of advertising may be used to encourage trial or brand switching, along with sales promotion efforts in the form of free samples, special price offers, high-value coupons, and the like.

A more complicated decision-making process may occur when consumers have limited experience in purchasing a particular product or service and little or no knowledge of the brands available and/or the criteria to use in making a purchase decision. They may have to learn what attributes or criteria should be used in making a purchase decision and how the various alternatives perform on these dimensions. For products or services characterized by problem solving, whether limited or extensive, marketers should make information available that will help consumers decide. Advertising that provides consumers with detailed information about a brand and how it can satisfy their purchase motives and goals is important. Marketers may also want to give consumers information at the point of purchase, through either displays or brochures. Distribution channels should have knowledgeable salespeople available to explain the features and benefits of the company's product or service and why it is superior to competing products.

The Fidelity Investments ad in Exhibit 4-16 is a good example of how advertising can appeal to consumers who may be engaging in extended problem solving when considering retirement investing. Notice how the ad communicates with consumers who may feel they know little about how to plan for retirement. The ad helps the consumer by offering expert advice and planning a variety of options. The ad also makes more detailed information available by offering a toll-free number and a website.

Continue reading here: Classical Conditioning Ads

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Readers' Questions

  • anna
    Which type of consumer decision making does not include alternative evaluation?
    1 month ago
  • A type of consumer decision-making that does not include alternative evaluation is habitual decision-making. This type of decision-making involves making choices without much conscious thought or consideration of alternatives, based on previous habits and routines. It is often used for low-involvement products or repetitive purchase decisions, where consumers simply stick to their usual choices without actively considering other options.
    • awet
      What are the variations in consumer comprehension?
      1 year ago
    • Consumer comprehension can vary based on a number of factors, such as a person's age, gender, education level, cultural background, and geographical location. It can also vary depending on the type of product or service being advertised and the manner in which it is presented. Factors such as visual aids, language complexity, background noise, and distractions can also affect consumer comprehension. Finally, the individual's level of motivation and engagement with the product or service can play a role in how well the message is understood.