Wednesday, September 3, 2008
It’s a picture perfect day in New Orleans with temperatures reaching into the upper 70’s. Conway, however, is experiencing a torrential downpour that many students think will never cease. In fact, most students are deciding whether or not to swim to class or skip it altogether.
With Gustav now in the past, we’re left with an even bigger problem. What do I do with these wet clothes? The answer to this question is what brings us to a question of consumer decision making. Obviously, we are going to wash our clothes. But what kind of detergent should we use? What kind of detergent do you buy? Why? Do you buy the expensive brand? Do you buy whatever is cheapest? Do you even buy detergent, or do you borrow it from your friends? All of these questions involve the Consumer Decision Making Process. There are several different factors that contribute to consumers decision about which products to purchase. What are your reasons for purchasing the product that you buy?
What is your need?
What is your want?
Where will you get information?
Internal
External
Marketing controlled
Non marketing controlled
What options make up your consideration set?
What attributes will you consider?
What kind of cutoffs could you use?