Consumers Decision Making Preeminent Tool to Analyze Consumer Behavior
Analyzing consumer behaviour is perceived as cornerstone of a successful marketing strategy (, 2006). Consumer behaviour is µthe mental and emotional processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service(Batra & Kazmi, 2004) . Similarly Engel (et al, 1990) refers consumer behaviour as the action and decision process of people who purchase goods and services for personal consumption. There are four different views related to consumer decision making process and behaviour (Schiffman & Kanuk, 2004). It is argued that first of them is µeconomic view¶ that consumers are primarily facing imperfect competition and they are always expected to make rational decision on the basis of assumptions that they are aware of all product alternatives, they can rank benefits and limitation of each alternative and are able to identify one best alternative. Second µPassive View¶ is absolutely opposite to economic view and suggests that consumers are irrational and impulsive as they are submissive to self-centered interests of marketers and got influenced by marketing tools. Similarly third, µ Emotional View¶ is related to perceive consumer¶s decision making based on their emotional association or feeling about some products and services. For instance, a person loosing red colour specific pen neither go for rational decision by evaluating alternatives ( economic view) nor will the person get influenced by marketers ( passive view). Rather the person will try to purchase any pen closely resembled with his favourite possession. Fourth and arguably most acknowledged view is µCognitive View¶ where consumers are considered as ³thinking problem solver¶ which are receptive as well as actively searching for the products and services that can fulfil their need. Consumer¶s behaviour under this view is based on information seeking and processing attributes usually directed by a goal. For instance, buying a tooth paste from shop can have a certain goal of choosing product that can taste good (, 2006).

Add-on offers. whether large or small. point-of-purchase. whether in a store or online. and what media are appropriate for each stage. Data Evaluation: Information and comparison print brochures. All consumers. This chart outlines the state of mind of the consumer from unawareness of the offering all the way down to when consumers become strong advocates for the offering (word of mouth). flyers direct mail. mind share building. direct mail Tryers: Direct Mail. "word of mouth". Educational supportive ads that remind value proposition. Buyers Remorse: Awareness advertising again. Actual Purchase: Point of sale materials.The Consumer Purchase Decision Making Process There is more to making a purchase than just making the purchase itself. flyers. informational and comparison print collateral such as brochures. Need Assessment: Benefits oriented advertising to shift need solution toward advertisers offering Data Collection: Benefits oriented. direct mail. customer service. go through several decision steps when making any kind of purchase. incentive materials and ads. educational advertising. posters. Decision to Purchase: Sales or price point oriented advertising. UNK/UNKs: Awareness advertising to those "Unkown/Unknowns who do not yet know they have a need. awareness advertising. It also shows how marketing and advertising can significantly influence the decision making process. Need Awareness: Awareness/case making advertising to place advertiser "top of mind". spec sheets. follow up. direct mail. . up selling incentives help here.

which identifies hundreds of characteristics related to consumer behavior. The changing market structure of the transitional economy in China makes it very difficult for consumers to choose products. The decision-making styles of Chinese consumers have not been studied in a scholarly context. Caveat Emptor is the rule of thumb for consumers to follow. literature on consumer decision making styles using U. especially because it is very difficult for a consumer to return a product once purchased. Counterfeit products are quite common. which focuses on different cognitive dimensions of consumer decision making. The coexistence of the old centrally planned economy and the emerging market economy causes the consumer commodity market to be neither perfectly competitive nor effectively regulated. is still primitive.S. how do Chinese consumers make purchasing decisions? How are the processes of consumer decision making different for Chinese consumers compared to consumers in other nations? Are these differences caused by situational or cultural differences? This study attempts to answer these questions. the consumer typology approach. and the consumer characteristics approach.Article: 6 Consumer decision-making styles of young-adult Chinese. . a consumer decision-making style is defined as a mental orientation characterizing a consumer's approach to making consumer choices. and the system of consumer protection and services. see Sproles and Kendall (1986). and Korean data can be found. many of which are new and technologically complicated. According to Sproles and Kendall (1986). which classifies consumers into several types. With China's rapid economic growth. there are three types of approaches in studying consumer decision-making styles: the psychographic/lifestyle approach. more consumer products are becoming available. Given this unique market environment. although improving.

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