Consumer Decision Process (3rd phase): Evaluation of Alternatives

Evaluation Phase of Consumer Decision Process:

Consumer decision rules are a set of criteria that consumers use consciously or subconsciously to quickly and efficiently select among several alternatives. Compensatory decision rules assume that the consumer, when evaluating alternatives, trades off one characteristic against another, such that good characteristics compensate for bad characteristics. Sometimes consumers use non-compensatory decision rules in which they choose a product or service on the basis of a subset of its characteristics, regardless of the values of its other attributes.

 

Exercise:

In this task, we explore the third phase of the consumer decision process, which is the evaluation of alternatives. From the various television options listed below,

Q1. Which one would you choose on the basis of the six product attributes provided? Why did you consider this TV to be the best choice?)

Q2. On what basis did you make your choice? Which decision rule did your approach/selection most resemble?

Q3. How helpful is it for marketers and retailers to understand the different types of decision rules/processes that consumers may use? In what ways could they utilize this information? (lecture video can be helpful)

Screen Size

Warranty

Brand A

100 cm

Brand A

3 years

Brand B

150 cm

Brand B

2 years

Brand C

100 cm

Brand C

1 years

Brand D

150 cm

Brand D

3 years

Brand E

80 cm

Brand E

1 years

Stereo Quality

Brand Reputation

Brand A

OK

Brand A

Great

Brand B

Good

Brand B

Good

Brand C

Great

Brand C

Great

Brand D

OK

Brand D

Good

Brand E

Good

Brand E

OK

Price

Picture Quality

Brand A

$3,000

Brand A

Good

Brand B

$4,000

Brand B

Good

Brand C

$2,500

Brand C

Great

Brand D

$4,000

Brand D

Good

Brand E

$1,000

Brand E

OK

 

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