Consumer’s Decision Process:

Buying Sequence

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha
Stage 3: Evaluation of Alternatives
Non-Compensatory Decision Rules:
Lexicographic Rule
Elimination-by-Aspects Rule
Conjunctive Rule

Compensatory Decision Rules:

Simple Additive Rule
Weighted Additive Rule

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha
 Stage 4: Purchase – Buying Habits

In-store buying habits

70%
60% 57.30%
50%
40%
30% 24.80%
20% 13.20%
10% 4.50%
0%
Specifically Generally Substitute Unplanned
planned planned product

Coursera (Marketing Strategy Specialization) –

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Shameek Sinha
Stage 5: Post-Purchase Evaluation

Satisfaction = Experience - Expectations

Experience < Expectations Dissatisfied!

Experience >= Expectations Satisfied

Experience >> Expectations Delighted!

Coursera (Marketing Strategy Specialization) –

4
Shameek Sinha