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Proces - Evaluation of alternatives - Consumer decision rules

6 important questions on Proces - Evaluation of alternatives - Consumer decision rules

Consumer decision rules:

procedures used by consumers to facilitate brand choices

Consumer decision rules have been broadly classified into two major categories:

Compensatory
non-compensatory

In the compensatory decision rule you can:

Summarize scores
weigh scores

Conjunctive decision rule:

The consumer establishes a separate, minimally acceptable level as a cutt-off point for each attribute --> to be acceptable, each attribute cannot be below the point

Lexicographic decision rule:

The consumer ranks the attributes in terms of perceived relevance or importance. Then compares the various alternatives to the most important one. --> says something about orientation

There are two consumer segments and specific shopping rules that these segments employ:

1. Practical loyalists – those who look for ways to save on the brands and products they would buy anyway.
2. Bottom-line price shoppers – those who buy the lowest-priced item with little or no regard for brand.
3. Opportunistic switchers – those who use coupons or sales to decide among brands and products that fall within their evoked set.
4. Deal hunters – those who look for the best bargain and are not brand loyal.

The question on the page originate from the summary of the following study material:

Consumer behaviour

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