Consumer Decision Making Process Essay Example
End of Module Assignment Module: M020LON Buyer Behaviour Analysis-1011OCT
Table of Contents 1. Introduction 3 2. Economic views 3 2.1 Characteristics 3 2.2Extensive problem solving and perception 3 2.3 Consumers accept satisfactory decision 3 2.4 Motivation 3 2.5 Physiological field 4 2.6 Implication for marketers 4 3 Passive view 4 3.1 Characteristics 4 3.2 Arguments 4 4. Emotional view 5 4. 1 Characteristics 5 4.2 Consumer decision making process 5 4.3 Offers for emotional view 5 4.4 Implication 5 4.5 Effective Communication 5 5. Cognitive view 6 5.1 Characteristics and decision making 6 5.2 Relevance 6 5.3 Cross-culture differences 6 5.3 Applications 7 5.4 Channels and market application 7 6. CONCLUSION 7 REFERENCES 8
1. Introduction
Based on assumption of the human nature behaviour, four models of consumers in relation to consumer decision-making have been illustrated by Schiffman (2010) - they are economic, passive, cognitive and emotional views. This paper is to compare and contrast the four views of consumer decision-making, to analyze various models of human behaviour in relation to consumer decision-making so that marketers can better understand how consumer behaviour influenced by the factors in the process of consumer decision making before marketing strategies can be developed.
2. Economic views
2.1 Characteristics Economic view is based on hypothesis of perfect world competition, consumers make rational decisions. It is assumed that consumers are aware of all products alternatives, and they are able to recognise each choice’s pros and cons, and are capable of identifying which one is the best. It requires consumers having sufficient information, knowledge; skills as well as that people are not restricted with their values and beliefs.
2.2Extensive problem solving and perception
Table of Contents 1. Introduction 3 2. Economic views 3 2.1 Characteristics 3 2.2Extensive problem solving and perception 3 2.3 Consumers accept satisfactory decision 3 2.4 Motivation 3 2.5 Physiological field 4 2.6 Implication for marketers 4 3 Passive view 4 3.1 Characteristics 4 3.2 Arguments 4 4. Emotional view 5 4. 1 Characteristics 5 4.2 Consumer decision making process 5 4.3 Offers for emotional view 5 4.4 Implication 5 4.5 Effective Communication 5 5. Cognitive view 6 5.1 Characteristics and decision making 6 5.2 Relevance 6 5.3 Cross-culture differences 6 5.3 Applications 7 5.4 Channels and market application 7 6. CONCLUSION 7 REFERENCES 8
1. Introduction
Based on assumption of the human nature behaviour, four models of consumers in relation to consumer decision-making have been illustrated by Schiffman (2010) - they are economic, passive, cognitive and emotional views. This paper is to compare and contrast the four views of consumer decision-making, to analyze various models of human behaviour in relation to consumer decision-making so that marketers can better understand how consumer behaviour influenced by the factors in the process of consumer decision making before marketing strategies can be developed.
2. Economic views
2.1 Characteristics Economic view is based on hypothesis of perfect world competition, consumers make rational decisions. It is assumed that consumers are aware of all products alternatives, and they are able to recognise each choice’s pros and cons, and are capable of identifying which one is the best. It requires consumers having sufficient information, knowledge; skills as well as that people are not restricted with their values and beliefs.
2.2Extensive problem solving and perception