“A decision is the selection of an action from two or more alternative choices.”
Everyday we take many decisions and sometimes stopping to think how we make these decisions and what is involved in its process. Before we take up a simple model of decision making. The consumer-related models of decision making are discussed below:
The INPUT, PROCESS and OUTPUT MODEL of decision making.The input factors are the external influences which are the 4 Ps of marketing. These sociocultural background of family, social class culture etc. forms the input. It is what the consumer is influenced by or what goes into his mind. This is known as input.
Next follows the process of decision making. These need recognition; pre purchase search which are dealt with in separate topics. These along with the psychological factors of motivation, perception, learning, personality, attitude and experience form the constituents of Decision Making.
Next is the post-purchase decisonbehaviour that is whether the product is bought or not, and whether it is taken for trial or purchased right away. The real test is the repeat purchases. Repeat purchases confirm that product is liked by the consumer. Then we have the post-purchase evaluation, whether the customer is satisfied or not.
Consumer Behaviour Related Interview Questions
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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