4 THE CONSUMER DECISION PROCESS

OVERVIEW

Marketers need to understand the dynamics of the consumer decision-making

process. While the process and the internal and external factors affecting decision
making would vary from person to person and within the same person from situation
to situation, the study of consumer behavior attempts to draw certain generalizations.
The major decisions taken by a consumer relate to what he buys (products and
services as also the brands), how much he buys (quantity), where he buys (place),
when he buys (time) and how he buys (payment terms).

In treating consumer decision-making as problem-solving, we focus on

consumer goals (desired consequences or values in a means-end chain) that they
seek to achieve or satisfy. A consumer perceives a “problem” because the desired
consequences have not been attained (I am hungry. I need a reliable car. I want to
lose weight.). Consumers make decisions about which behaviors to perform to
achieve their goals and thus “solve the problem.” In this sense, then, consumer
decision-making is a goal-directed, problem-solving process.

INSTRUCTIONAL/LEARNING OBJECTIVES:

After discussions on Module 3 wherein Problem Recognition was tackled, the

decision should be made, and thus after completion of these lessons, the students
shall know about the following topics:

4.1 Decision Making

4.2 Consumer Decision Making
4.3 Levels of Consumer Decision Making
4.4 Buying Roles
4.5 UnderstandingConsumer Decision Making Process

LESSON 4.1 DECISION MAKING

A decision is defined as choosing an option of the few/many available.

Decision-making is the process of choosing between two or more alternatives; It is
the selection of an alternative out of the few/many choices that are available.
Decision making is:

a) a goal-oriented process.
b) it is a problem-solving process: helps take advantage of opportunities and
fight threats.

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 Decisions Making can be of two types, a) Programmed decision making, and,
b) Non-programmed decision making.

a) Programmed decision making

This is applied to problems that are routine and regular. Such problems are
simple to deal with and guidelines to sort out such problems exist. Such decisions
are made without much thought. Concerning marketing, these are decisions related
to day-to-day purchases or the convenience and shopping goods; these are
generally low involvement purchases. They may also be habitual, and brand loyalty
could easily develop. Examples: Purchases made for staples, toiletries, etc.

b) Non-programmed decision making

This is applied to problems that arise suddenly and are unique or novel. As
the problem is sudden and novel, it is complex and requires a lot of information
gathering, deliberation, and thought. Concerning marketing, these are decisions
related to infrequent purchases or specialty goods and emergency goods; these are
high involvement purchases.

Examples: Purchases made for laptops, real estate, etc.

LESSON 4.2 CONSUMER DECISION MAKING

A consumer purchase is a response to a problem. Consumer Decision Making

pertains to making decisions regarding product and service offerings. It may be
defined as a process of gathering and processing information, evaluating it, and
selecting the best possible option to solve a problem or make a buying choice.
Consumer Decision Making pertains to the following decisions:

a) What to buy: Products and Services (and the Brands?)

b) How much to buy: Quantity
c) Where to buy: Place
d) When to buy: Time
e) How to buy: Payment terms.

Marketers are particularly interested in consumers’ purchase behaviors,

especially
their choices of which brands to buy. Given the marketing orientation of this text, we
emphasize consumers’ purchase choices (Should I buy Levi’s or Wrangler jeans?). It
must be recognized, however, that consumers also make many decisions about
nonpurchase behaviors. Sometimes these nonpurchase choices can influence
consumers’ purchase decisions (deciding to go for a walk or watch TV may expose
consumers to marketing information about products). Sometimes these other
behaviors are the targets of marketing strategies: “Come down to our store this
afternoon for free coffee and doughnuts.” Our analyses of purchase decisions can be
generalized to these nonpurchase choices.

As shown in our model of consumer decision making in Exhibit 4.1, all

aspects of affect and cognition are involved in consumer decision making, including

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knowledge, meanings, and beliefs activated from memory and attention and
comprehension processes involved in interpreting new information in the
environment. The key process in consumer decision making, however, is the
integration process by which knowledge is combined to evaluate two or more
alternative behaviors and select one. The outcome of this integration process is a
choice, represented cognitively as a behavioral intention (BI). As you learned in the
previous chapter, a behavioral intention is a plan (sometimes called a decision plan )
to engage in one or more behaviors.

We assume all voluntary behaviors are based on the intentions produced

when consumers consciously choose from among alternative actions. Thus,
decision-making processes occur even for the impulsive purchases that seem to
underlie fads. This does not mean, however, that a conscious decision-making
process necessarily occurs each time a purchase behavior is performed. Some
voluntary behaviors become habitual. They are based on intentions stored in
memory that was formed by a past decision-making process. When activated, these
previously formed intentions or decision plans automatically and unconsciously direct
behavior; additional decision-making processes may not be necessary. Finally, some
behaviors are not voluntary and are affected largely by environmental factors.

Figure 4.1 Model of Consumer Decision-Making

Source: Consumer Behavior and Marketing Strategy E-book, p. 161: ©1997 GM Corp. All rights reserved

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 LESSON 4.3 LEVELS OF DECISION MAKING

While decision making is defined as the selection of an alternative to solve a

problem, the time and effort required to complete the process vary across buying
situations. We may define three kinds of problem-solving spread over a continuum;
these are referred to as the levels of consumer decision making;

(i) Extensive problem solving (EPS)

(ii) Limited problem solving (LPS)
(iii) Routinized problem solving (RPS) or routinized response behavior.
These are explained as follows:

a) Extensive problem solving (EPS)

In EPS, the consumer is unfamiliar with the product/service category; he is not
informed of the product or service offering, and thus, the situation requires extensive
information search and evaluation.

The consumer is not aware:

 about the various decision criteria used to evaluate the product or
service offering.
 of the various brands that are available and from which to evaluate.

The result is that the purchase process involves significant effort on part of the
consumer. He has to gather knowledge about (i) the decision criteria; (ii) the brands
available; and (iii) make a choice amongst the brands. The types of products and /
situations where we generally have EPS:

1. These goods are ones of high involvement; they are expensive; they are
infrequently bought; there is a considerable amount of risk involved.

2. These are generally first time purchases

Examples: Jewellery, electronic goods, Real estate, and property, etc.

b) Limited problem solving (LPS)

The consumer is familiar with the product or service offering, but he is
unaware of the various brands. The case is one where the buyer is familiar with the
product category but unfamiliar with the brands.

The consumer:
 is aware of some brands and also of the various criteria used to
evaluate the product or service offering.
 is unaware of the new brands that have been introduced.
 has not evaluated the brands amongst the awareness set and has not
established preferences amongst the group of brands.

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 The result is that the purchase process is more of a recurring purchase and it
involves only a moderate effort on part of the consumer. He has to gather knowledge
to add/modify the existing knowledge that he has in his memory. Thereafter he has
to make a decision.

The types of products and / situations where we generally have LPS:

1. These goods are ones of low involvement; they are generally

moderately priced; they are frequently bought; there is a lesser
amount of risk involved.
2. These are generally recurring purchases.

Exceptions:
They may also be cases where an expensive product is being repurchased.

Examples: A laptop replacing a desktop, a second TV for the home.

c) Routinized problem solving (RPS) or routinized response behavior

The consumer is well informed and experienced with the product or service
offering. The consumer is aware of both the decision criteria as well as the various
brands available.

Here, the goods are ones of low involvement; they are inexpensive; they are
frequently bought; there is no risk involved. These are routine purchases and are a
direct repetition, where the consumer may be brand loyal.

The result is that the purchase process involves no effort on part of the
consumer. It is simple and the process is completed quickly; purchases are routine
and made out of habit.

The types of products and / situations where we generally have RPS:

1. These goods are ones of low involvement; they are inexpensive; they are
frequently bought; there is no risk involved.
2. These are routine purchases and the consumer is brand loyal.

Examples: Staples, Cold drinks, Stationery, etc.

Table 1: Comparisons between EPS, LPS and RPS

CRITERIA EPS LPS RPS
1. Complexity of decision making High Medium Low
2. Time taken to make decisions High Low to High Low
3. Information gathering Yes Yes No
4. Information sources Many Few Few or None

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5. Awareness and knowledge of:
a) Decision criteria No Yes Yes
b) Alternative brands available No Somewhat Yes

6. Evaluative criteria Complex Moderate Simple (if at all)

7 Brands considered Many Few One(Repeat Purchase)
8. Cognitive dissonance High Rare None

Table 2: Comparisons between EPS, LPS and RPS

CRITERIA EPS LPS RPS
1. Consumer Involvement High Medium Low
Actual state type to Actual state type Actual state type
2. Problem recognition Desired State to Desired State
3. Information search
a) Scope Extensive Limited Minimum
b.) Sources Internal and Mostly internal Restricted to internal
external sources sources sources only
4. Evaluation of Complex Moderate Simple (if at all)
alternatives
5. Purchase Gradual after a Not so gradual Immediate
cognitive process
Cognitive Cognitive Brand loyalty.
6.Post-purchase dissonance is high. dissonance Repeat purchase.
processes Brand loyalty if would be rare
satisfied
7. Types of goods Specialty goods Mixed Convenience

LESSON 4.4 BUYING ROLES

Consumer decision-making is a complex process. It is an interplay of

reactions amongst a consumer and his cognition, affect, and behavior on the one
hand, as well as the environmental forces on the other hand.

The actual transaction/ exchange is preceded by a considerable amount of

thought processes and influences. This could be explained in terms of the five
“Buying Roles” viz., Initiator, Influencer, Decider, Buyer and, User. The marketer
needs to understand these roles to be able to frame suitable strategies to target
them.

a) Initiator: The person who identifies a need and first suggests the idea
of buying a particular product or service.
b) Influencer: The person(s) who influences the buyer in making his final
choice of the product.

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 c) Decider: The person who decides on the final choice: what is to be
bought, when, from where, and how
.Buyer: The person who enters into the final transaction and
exchange process is involved in the physical activity of making a
purchase.
d) User: The person(s) who consumes the product or service offering.

The various buying roles can be illustrated through examples:

Example 1:
A kindergarten girl needs to buy color crayons to use in class.
i) Initiator: The girl
ii) Influencer: Her teacher or her classmates
iii) Decider: Either of the parents
iv) Buyer: Either of the parents or a sibling.
v) User: The girl herself.

Example 2:
The mother of the house is a housewife; she loves watching TV when her
husband and children go to work. She has been complaining that the present TV set
at home has been giving problem. She also says that the model is now an old one
and that that the family should own a new model.

i) Initiator: The lady

ii) Influencer: Her neighbors and friends.
iii) Decider: Joint: Her husband, she, and the children.
iv) Buyer: Husband or son or daughter or she.
v) User: The family.

Example 3:
A boy enters college and needs a laptop for doing assignments.
i) Initiator: The boy himself
ii) Influencer: His friends and classmates.
iii) Decider: The boy himself.
iv) Buyer: The boy himself.
v) User: The boy himself.

NOTE:

 These five roles may be performed by one person or many persons.

 A person may perform more than one role
 The role(s) that one assumes for a particular product purchase and in a
particular purchase situation may differ from another product purchase and in
another purchase situation.

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 It is even more noteworthy that:
As far as Buyer Behavior is concerned, the buyer's role is the most important;
it is he who enters into a transaction and final exchange.
 the actual and final decision is always made at the time of the transaction by
the buyer.
 the decider may make a choice, but the exchange is entered into by the buyer

LESSON 4.5 UNDERSTANDING THE CONSUMER DECISION

PROCESS

There are many opportunities to influence shoppers while they’re considering

a purchase. This topic will deal with the following questions briefly.

1. What Is the Consumer Decision Making Process?

2. What are the 5 Stages of the Consumer Decision Making Process —
And How to Optimize it
3. What Is the Importance of Pricing in the Consumer Buying Process?

Many people think that the most important stage in a sale is when a customer
hands over the money. But, when it comes to how to influence consumer behavior,
every single step in the consumer decision-making process plays an important role.
For businesses to maximize profit, they must pay attention to every stage in the
buying process.

Consumers don’t just decide to buy. Their buying behavior is determined by

many different factors. And too many businesses focus on optimizing certain steps
— improving checkout, acquiring customers through SEO or PPC, etc. — without
looking at the big picture.

But before you can start optimizing or using strategies like UGC to support the
buyer journey, you have to understand each stage. Here’s what you need to know
about the decision-making process for shoppers.

4.5.1 What Is the Consumer Decision Making Process?

The consumer decision-making process is the process by which consumers

become aware of and identify their needs; collect information on how to best solve
these needs; evaluate alternative available options; make a purchasing decision, and
evaluate their purchase.

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 Understanding the consumer decision-making process is important to any
business, but eCommerce businesses have a unique opportunity to optimize it.
Because online shoppers generate so much more data than those in brick-and-
mortar stores, online retailers can use that data to implement conversion strategies
for every stage of the process.

4.5.2 The 5 Stages of the Consumer Decision Making Process

and How to Optimize

It’s important to note that the consumer decision-making process has many
different names, including but not limited to the buyer journey, buying cycle, buyer
funnel, and consumer purchase decision process. But all the names essentially refer
to the same thing: The journey a customer goes through when making a purchase.

So, here’s a breakdown of what happens in each step:

1. Need recognition (awareness): The first and most important stage of the
buying process, because every sale begins when a customer becomes aware
that they need a product or service.
2. Search for information (research): During this stage, customers want to find
out their options.
3. Evaluation of alternatives (consideration): This is the stage when a
customer is comparing options to make the best choice.
4. Purchasing decision (conversion): During this stage, buying behavior turns
into action – it’s time for the consumer to buy!
5. Post-purchase evaluation (re-purchase): After making a purchase,
consumers consider whether it was worth it, whether they will recommend the
product/service/brand to others, whether they would buy again, and what
feedback they would give.

Now, to show you how these stages of the buying decision process play out in
real life, here are consumer buying process examples that outline each of the steps
and ways for your eCommerce brand to maximize results during each stage.

1. NEED RECOGNITION (AWARENESS)

The need recognition stage of the consumer decision-making process starts when a
consumer realizes a need. Needs come about because of two reasons:

1) Internal stimuli, normal physiological or emotional needs, such as hunger,

thirst, sickness, sleepiness, sadness, jealousy, etc.
2) External stimuli, like an advertisement, the smell of yummy food, etc.

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 Even if the core cause is vanity or convenience, at the most basic level, almost
all purchases are driven by real or perceived physiological or emotional needs. The
causes for these stimuli can be social (wanting to look cool and well dressed) or
functional (needing a better computer to do work more effectively), but they speak to
the same basic drivers.

We buy groceries because, without food in the house, we’ll be hungry. We

buy new clothes because we’ll be cold, or we feel like everyone else has the latest
handbag of the season, and we don’t want to be left out.

Example: Looking for a new camera

Think about it: Why does someone start looking for a new camera? Likely,
their old camera isn’t working well anymore, or they simply want a nicer
camera. Maybe they have a vacation coming up. Or maybe they want to give
the camera as a present to their sister, who just had her first child.

How in the world is this related to a physiological need? Simple. Without a

camera, they won’t be able to document special moments; therefore, they
have an emotional desire to save these moments so that they are happy and
not sad.

This emotional desire is the internal stimuli in this situation. Sure, a camera
isn’t a life necessity keeping them from surviving, but it does solve a core
emotional need.

What happens after someone identifies a need? They begin looking for a
solution! This brings us to the next step in the customer journey: searching for
information.

2. SEARCH FOR INFORMATION (RESEARCH)

As soon as a consumer recognizes a need and begins to search for an
answer, you must be there to help! And where do consumers generally go to look for
answers today? Google!

Example: Researching cameras

Now that the customer has realized a need to get a new camera, it’s time to
find solutions to his problem. In this stage, you must be visible to the
consumer searching for an answer.

Here are some things a consumer may be searching for:

Best cameras 2020

What is the best affordable camera?

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 Which cameras are top-rated?
The amount of information a customer needs to search for depends on how
much he already knows about the solutions available, as well as the
complexity of choices. For example, let’s say someone is looking for a camera
as a gift, and he has no idea which type of camera he wants, or what features
he needs.

He will need more information than someone who already knows exactly the
type of camera he wants to buy but just needs to find the right product and the right
way to purchase it.

The amount of searching necessary is entirely dependent on the situation,

and it can vary widely.

So how do customers search for information? By using internal information

(their previous knowledge of a product or brand) as well as external information
(information about a product or brand from friends or family, reviews, endorsements,
press reviews, etc.).

The biggest way you can optimize your online business during the need
recognition and awareness stage is by making sure you show up in search results —
and that what the consumer sees makes an impression.

Strategies to optimize during the research stage

First, make sure you’re optimizing your eCommerce storefront to rank for the
keywords that matter to your brand. For a complete guide on eCommerce SEO,
check out our guide here.

Once you know how to strategize your SEO, you’ll want to make sure your
results are well optimized to convert. User-generated reviews can help you to build
brand awareness during the research stage. It’s one of the most effective ways to do
it.

Reviews can help your store get seen in search results by increasing the
likelihood of your store showing up for long-tail keywords. Reviews improve SEO
because they give your online business a steady source of keyword-rich, relevant
content.

3. EVALUATION OF ALTERNATIVES (CONSIDERATION)

Now that the consumer has done the research, it’s time to evaluate their
choices and see if there are any promising alternatives. During this phase, shoppers
are aware of your brand and have been brought to your site to consider whether to
purchase from you or a competitor.

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 Consumers make purchase decisions based on which available options best
match their needs, and to minimize the risk of investing poorly, they will make sure
there are no better options for them.

Their evaluation is influenced by two major characteristics:

1. Objective: Features, functionality, price, ease of use

2. Subjective: Feelings about a brand (based on previous experience or
input from past customers)

Example: Comparison shopping for a camera

If you’re a camera seller or brand, your goal in the consideration stage is to
convince customers your camera is the best choice. And the most effective
way to do that is to keep them on your site longer and find ways to earn their
trust.

Consumers will first weigh the objective characteristics of your camera. Does
it have all the features I want? Is it easy to use? Is it in my budget? Then, the
subjective consideration will kick in: Do other people think it has all the
features it should? Has anyone else who bought it expressed any difficulty
with learning how to use it? Is it generally considered a good value for the
money?

You only have one shot – so you need to make the most of it. Of course, your
site must be informative, your prices are competitive, your value is clear, etc. But if
you’re identical to a competitor in every single way, the word of previous customers
is what will set you apart.

Strategies for optimizing in the consideration stage

In this stage, use reviews and user-generated content examples on your site
to increase engagement and boost customer trust.
The first place you need to have reviewed is on your home page, so as soon
as customers land on your site, they see content from past buyers. You also need to
display reviews on your product pages, so customers looking for information can see
trustworthy input from past buyers.
Additionally, using reviews in a home page carousel reduces bounce rate
while increasing time spent on site and page views. That boost in engagement
increases the likelihood that customers will learn more about your store and leave
your site with a positive memory of your brand.

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 Reviews also help kick start the navigation to other product pages. Make sure
to get reviews on a wide variety of products to increase click-throughs from category
pages into product pages.

Also, community questions and answers are another powerful type of user-
generated content that can help answer shoppers’ questions so that they have no
reason not to buy from you.

4. PURCHASING DECISION (CONVERSION)

Alright, now it’s money time. This is the stage when customers are ready to
buy, have decided where and what they want to buy, and are ready to pull out their
credit cards.
But wait! Not so fast. You can still lose a customer at this stage. This is the
stage when the purchasing experience is key – it’s imperative to make it as easy as
possible.
Example: Abandoning checkout for a camera

Let’s say your potential customer has gotten to the checkout stage of his
purchase and has second thoughts: What if the recipient wants a different
camera? What if this camera is missing a key feature that the recipient would
want? How difficult will it be for the recipient to return the camera if it doesn’t
meet their needs?

This shopper will likely abandon his cart, and go back to the research stage.
Maybe he’ll end up back on your site, but maybe he won’t. Your goal at this
stage is to get him to complete the purchase now, so you don’t lose him
forever.

Strategies for optimizing in the conversion stage

Many businesses choose to display reviews on checkout pages. This can be
effective if done correctly. You need to focus on building trust but don’t distract the
customer from completing the purchase.
If you want to display user-generated content during checkout, use site
reviews rather than customer photos or product reviews, and make sure they aren’t
clickable. You want to focus on building trust and not distracting.

5. POST-PURCHASE EVALUATION (RE-PURCHASE)

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 In this stage of the consumer purchase decision process, consumers reflect
on their recent purchase. They think about how they feel about it, if it was a good
investment, and most importantly, if they will return to the brand for future purchases
and recommend the brand to friends and family.

In this stage, you need to have a post-purchase strategy to increase the

likelihood that customers will engage with your brand again in the future. Return
customers account for 1/3 of a store’s total income on average, so make sure you’re
not missing out on this super valuable opportunity to increase your eCommerce
conversion rate by turning shoppers into repeat buyers.
Example: Getting feedback and encouraging repeat purchases

In the camera example, the customer has already bought from your brand and
they’re evaluating their purchase. This is usually when they will leave a review
about their experience. This is also when they are at their most engaged with
your brand, and they can be susceptible to strategies that encourage long-
term engagement.

At this stage, you want to ensure that customers buy again, and you want to
encourage them to leave UGC that helps other buyers in the future.

Strategies for optimizing in the conversion stage

While your customer might take it upon themselves to leave a review, they’re
far more likely to do so if you request one. Asking customers for reviews about their
experience in a post-purchase email not only gives you insight into your performance
but also gives you valuable user-generated content to leverage to attract future
customers.
It’s important to remember that customers have already given you something
very valuable: their money! So you don’t want to ask for too much when requesting
feedback. To encourage customers to write reviews, make it as easy as possible for
customers to leave feedback:
You can also use this email to cross-sell other items. Data from over 2,000
stores shows that 27.5% of customers who see promoted products in post-purchase
review request emails end up converting – and these customers are valuable.
After purchase, it’s also a good opportunity to promote your loyalty program.
Customers in loyalty programs consistently provide a higher lifetime value than those
who aren’t because the programs are designed to incentivize purchases.

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 4.5.3. What Is the Importance of Pricing in the Consumer Buying
Process?

One common question that eCommerce brands will ask is how consumers
factor price into their buying decisions. When consumers are evaluating a product,
price is of course a huge factor. But it’s not just about the product price — it’s about
the entire cost of the purchase.
Let’s say your cameras are a good value for the money, competitively priced,
and have decent reviews. What happens when your customers get to the checkout
and see that you have a high shipping cost? Instead of completing the purchase,
they are going to see what the shipping cost is on the other cameras they were
considering. And what if one of them offers free shipping? You may lose that
customer.
You don’t want shoppers to be surprised by any additional costs when they
get to checkout. Make sure to calculate taxes and shipping costs before they get to
the final step. The more transparent you can be about your pricing upfront, the more
likely you’ll be to complete the sale.
If you want to turn a potential customer into a loyal brand advocate, it’s
important to build trust and keep them engaged at every step of the process. User-
generated content is a powerful tool for building brand awareness, highlighting the
best things about your products, and ultimately, growing your bottom line.

REFERENCES/FURTHER READINGS:

1. Kotler P., and Keller K.L., Marketing Management, Thirteenth

edition, 2009, Pearson.

2. Loudon, D.L. and Bitta A.J. Della, Consumer Behavior, Fourth Edition,
2002, Tata McGraw-Hill, New Delhi.

3. Peter, P.J. and Olson, J.C., Consumer Behavior and Marketing Strategy,
Seventh Edition, 2005, McGraw-Hill Higher Education.

4. Schiffman, L.G. and Kanuk, L.L., Consumer Behavior, Eighth Edition, 2004,
Prentice-Hall, India.

5. Wells W.D. and Prensky, D., Consumer Behavior, 1996, John Wiley &
Sons, Inc

6. https://www.yotpo.com/resources/consumer-decision-making-process-ugc/

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 CHAPTER ASSESSMENT TASK#5

DIRECTIONS: Answer the following questions below. Write your answers only.
Follow formatting, that is A4 size bond paper, computer-encoded, use Arial 12 font.

I. ESSAY

1. What are the various buying roles. Explain using an example.

2. Define Consumer Decision Making
3. Compare and contrast the various levels of Consumer Decision Making.

II. SELF-EVALUATION TESTS/QUIZZES

A. True/false:

_______1. Concerning marketing, programmed decisions are related to infrequent

_______2. In the case of LPS brand loyalty is high.
_______3. As far as Buyer Behavior is concerned, the users’ role is the most
important.

B. Fill up the blanks:

4. Brand loyalty is indicative of ____________________ decision making.

5. In case of _______________ problem solving, the consumer is aware of both the
decision criteria as well as the various brands available.

C. Multiple choice questions

_______6. Which of the following statements about RPS is true:

a) Complexity of decision-making is low.
b) Sources of information are both internal and external.
c) These are specialty goods.
d) The consumer has not narrowed down the priorities amongst brands.

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_______7. Which of the following statements is true :
In LPS,
a) the consumer is aware of some brands and also of the various criteria used to
evaluate the product or service offering.
b) is unaware of the new brands that have been introduced.
c) has not evaluated the brands amongst the awareness set and has not established
preferences amongst the group of brands.
d) All of the above.

D. Short Answers/Enumeration
1. Enumerate five buying roles.
2. Enumerate the two types of decision-making.
3. Enumerate the three kinds of problem-solving.
4. Differentiate between LPS and EPS.
5. Enumerate the stages of the consumer decision-making process. Exemplify

FEEDBACK
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feedback, and suggestions in our FB group/Comment section regarding this module.
This way all concerns and clarification will be addressed first before the next topic is
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