Extensive decision-making process - consumer behaviour: analyse the many elements of EKB's consumer decision model in relation to consumer behaviour.
Table of Contents
i Executive Summary i
1 Introduction..............2
2 Analysis..........3
2.1 Need recognition...............3
2.1.1 Environmental influences.......3
2.1.2 Individual differences............4
2.1.3 Memory...........4
2.1.4 Situational influences........4
2.2 Pre-purchase search.........6
2.2.1 Internal Search.............6
2.2.2 External Search.............6
2.2.3 Exploratory Search............7
2.3 Information processing...........8
2.3.1 Exposure............8
2.3.2 Attention..............9
2.3.3 Interpretation.............9
2.3.4 Retention............9
2.4 Evaluation of alternatives...........10
2.4.1 Awareness, Evoked & Consideration Sets........10
2.4.2 Evaluative Criteria..........10
2.4.3 Decision Rules...............11
2.4.4 Perceptual Mapping...........11
2.4.5 Influences on the evaluation process.......12
2.5 Purchase............13
2.6 Post-purchase.........15
3 Conclusion and Recommendations..........17
4 References...........18
5 Appendices............19
1 Introduction
This report has been prepared to analyse the many elements of EKB's consumer decision model (as shown in Figure 1.0) in relation to consumer behaviour. The focus of the consumer decision model is to enhance the understanding of the many processes undertaken whilst undertaking a high involvement purchase, hence providing a theoretical framework of determining and justifying consumer behaviour.
The model was applied in context with our decision to purchase a holiday to Vanuatu, as this type of purchase is best suited to an extensive decision-making model (Sheth & Mittal, 2004). The various aspects of the model are explored using the knowledge gained during our research into various sources for this particular holiday. Recommendations based on our experience and researches have also been considered in this report, in order to facilitate further improvement in the overall extensive decision-making process.
Figure 1.0- EKB's model of consumer
i Executive Summary i
1 Introduction..............2
2 Analysis..........3
2.1 Need recognition...............3
2.1.1 Environmental influences.......3
2.1.2 Individual differences............4
2.1.3 Memory...........4
2.1.4 Situational influences........4
2.2 Pre-purchase search.........6
2.2.1 Internal Search.............6
2.2.2 External Search.............6
2.2.3 Exploratory Search............7
2.3 Information processing...........8
2.3.1 Exposure............8
2.3.2 Attention..............9
2.3.3 Interpretation.............9
2.3.4 Retention............9
2.4 Evaluation of alternatives...........10
2.4.1 Awareness, Evoked & Consideration Sets........10
2.4.2 Evaluative Criteria..........10
2.4.3 Decision Rules...............11
2.4.4 Perceptual Mapping...........11
2.4.5 Influences on the evaluation process.......12
2.5 Purchase............13
2.6 Post-purchase.........15
3 Conclusion and Recommendations..........17
4 References...........18
5 Appendices............19
1 Introduction
This report has been prepared to analyse the many elements of EKB's consumer decision model (as shown in Figure 1.0) in relation to consumer behaviour. The focus of the consumer decision model is to enhance the understanding of the many processes undertaken whilst undertaking a high involvement purchase, hence providing a theoretical framework of determining and justifying consumer behaviour.
The model was applied in context with our decision to purchase a holiday to Vanuatu, as this type of purchase is best suited to an extensive decision-making model (Sheth & Mittal, 2004). The various aspects of the model are explored using the knowledge gained during our research into various sources for this particular holiday. Recommendations based on our experience and researches have also been considered in this report, in order to facilitate further improvement in the overall extensive decision-making process.
Figure 1.0- EKB's model of consumer