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Levels of Consumer Decision making & A model of Consumer Decision making in Consumer Behaviour.
Levels of Consumer Decision
Making & A Model of Consumer
Ajit Kumar Gautam
Consumer Decision Making
Process by which consumer identify
their needs, collect information,
evaluate alternatives and make
These actions are determined by
psychological and economical factors,
and are influenced by environmental
factors such as culture, group, and
Levels of consumer decision
Extensive Problem Solving
Limited problem Solving
Routinized Response Behaviour
Less Involvement High Involvement
Routine Response Behaviour
Little involvement in selection process
May stick with one brand
Frequently purchase low cost goods
Examples are soap , shampoo etc
Limited Decision Making
Moderate involvement in selection
Purchasing process is shorter
Evaluation of few alternative brands
Examples are clothing, cosmetics
Extensive Decision Making
High level of involvement
High cost goods
Long time to decide
Evaluation of many brands
Examples are buying a car or a
Consumer decision making
Need of Recognition Information Search
Need of Recognition: Result of an imbalance
between actual and desired states. E.g feeling
bored is actual state and Listen music/call a
friend is desired state.
Information Search: Recall information in
memory called as internal search. Seek
information in outside environment like web,
Evaluation of alternatives: Consumer use
several attributes when they are evaluating
alternative products and they are more
interested in a specific attributes. Ex. Price,
Quality, availability, service.
Purchase decision: To “Buy” or “not to buy”.
Determine which attributes are most important
in influencing Consumer’s choice.
Post – Purchase Behaviour
The purchasing process does not end when
consumer buys a product. After the
purchase consumer tend to evaluate their
experience to decide whether they
‘satisfied’ or ‘dissatisfied’.
The information will be used in decision
The performance of the product or services
will be compare with consumer’s
expectations. a) Perceived performance
b) Perceived performance exceeds