Consumer decision-making models - Assignment Example

Extract of sample
Consumer decision-making models

However, in case of holiday decision making, the process is not that logical and uniform.
The need for a holiday is a luxury for most people and hence their decisions are very flexible. The decision to go on a holiday is dependent as much on external factors as the aspiration of the customer. Many times, the decisions are made due to other co-customers. Also the actual purchase decisions are often made very late in the process in order to avoid risks and regrets.
While in traditional models, the customers search for a product before buying it, in case of holiday decision making the search may actually continue during or even after the experience. The decisions regarding holidays are more emotional than rational and are often dependent upon right opportunity and adaptability. Most of the holiday customers tend to fall in the ‘Affective’ quadrant of the FCB grid (Erasmus et. al. 2001).
2. The information search process for a household appliance is quite different from that of a holiday planning. In case of a household appliance, the customers recognize or feel the need of the appliance due to an unmet need say not able to have fruit juices because juicer is not available at home. However, in case of holiday planning, a holiday may simply be planned because a friend or a relative is going. ...
Download paper


The traditional problem solving model of consumer decision making is based on a step by step logical and rational approach to take any decision. This model generally hold true for buying products where customer recognized the need for the product, collects information about its availability, types and price ranges, buys the product and uses it. …
Author : kbarton
Download 2

Related Essays

Integrated Marketing communication: Consumer behavior and factors affecting on decision-making
Consumers usually receive the needed stimuli to trigger the need for something from both the surroundings as well as the assorted viewpoints of the marketing approaches for various goods and services. The consumers respond to these stimuli through the purchase or failure to purchase the product that had formerly been acknowledged. In the steps of receiving the stimuli from the surroundings or the promotion stratagems of the presented goods and services, and providing a suitable response to the same, the consumer has to make a resolution on whether to acquire or not purchase (Hayden, 2009,...
14 pages (3514 words) Coursework
Decision Making Process
Doing this entails a thorough understanding of the micro and macro environment that defines the given consumers that a firm needs to serve. The most important point to note is the fact that consumer buying choices and decisions making process are things that get influenced by external factors which need to be handled by internal processes that could take place through social interactions. Consumer decision-making process has more to do with the patterns of behaviour that are preceded by consumers, determining and making them follow certain decisions with the sole aim of satisfying their...
9 pages (2259 words) Essay
Consumer Decision-Making Process
(Philip Kotler, 2009) Need Recognition is the start of the buying process, where the customers realize their need or problem. This necessity or want could be triggered by wanting to satisfy a need which arises due to internal stimuli, such as thirst, hunger, etc. (Anonymous, n.d.) . This need can also be sparked by external stimuli such as advertisements, or when your friend buys a new car or a new pair of shoes. At this stage, online marketers should make effective use of the internet to stimulate recognition of this need (Philip Kotler, 2009). They generally start off by collecting...
6 pages (1506 words) Essay
Consumer Decision Making
I have recently started working on a marketing job. The new job requires me to be constantly in touch with by superiors and also with my customers. I now realize that my basic model of mobile would not serve its purpose. I need a phone that not only serves as a phone but also functions like a hand held computer with wi-fi facility. Reading and writing emails was very important and hence, the new mobile must be hi-tech with huge functions. Using laptop all the time to remain online for conference talk with superiors was not feasible. This was a major problem which needed to be sorted out....
3 pages (753 words) Research Paper
consumer buyer behavior about ego-expressive way in the decision making of rolex costumer
The owners of the Rolex Watch product rely on their understanding of the consumer behavior extensively as many other successful businesses. The consumers of the watch as a product are diverse and they present various factors that lead them towards purchasing the product readily.
12 pages (3012 words) Case Study
decision making: consumer behavior
Thus, realizing that the desired state was a much bigger TV that would be suitable for the interest of both the children and her husband, Alice decided to go for the 32-inch Panasonic flat screen TV, although it cost her considerably. However, the need for a bigger TV was not so urgent, until Alice and her family moved into a bigger house, when they realized that the TV appeared too small for the comfort of watching from the situated sitting positions within the living room. According to the Ordinal utility theory of consumer behavior, situational influences may cause a consumer to realize an...
3 pages (753 words) Assignment
Got a tricky question? Receive an answer from students like you! Try us!