consumer decision making model
... Below is a chart demonstrating the systematic procedure that consumers go through (in their head) to choose the appropriate purchase to solve their problem. This chart comes from University of Dayton Marketing 421--Advertising. 2.0 Specific Examples Of Consumer Decision Making Models 1) Model of In-Store Consumer Decision-Making In-store decision-making is an important topic to retailers and product manufacturers seeking to increase category sales. However, the process by which consumers make such decisions is not well understood. In-store decision making model consists of several stages and incorporates factors influencing exposure to product categories and in-store displays, motivation to process in-store stimuli, advance planning to purchase particular categories, need recognition generated by exposure to product categories and in-store displays, and type of choice of the product category (i.e., specifically planned, generally planned, switch, or unplanned). (Jeffrey and Russell, 1998) Specifically, the relative effects of situational factors (e.g., shopping pattern, the presence and location of in-store displays, shopping party size) and individual factors (e.g., shopping trips per week, demographics, psychographics) on in-store choice behavior. While estimate the model using data from a large-scale field intercept study of over 4000 consumers in 14 cities. Results are largely supportive of framework. While both types of factors emerge as significant drivers of in-store decision-making, situational factors appear to play a greater role than individual-level variables in driving in-store decision-making. Implications for researchers and practitioners are discussed. MODEL OVERVIEW The proposed of in-store decision-making model is shown in Figure 1. The model consists of four stages. In the first stage, consumers are exposed to product categories and in-store displays as they shop the store. The likelihood of exposure is influenced by several contextual factors (i.e., trip type, number of aisles shopped, display type/location, and purchase involvement). Once exposed to a product category or in-store display, the shopper must be motivated to process the in-store stimuli (Park et al. 1989). Russell argue that this motivation is influenced by several factors (i.e., deal proneness, age, need for cognition, and time pressure). The third stage may then be triggered wherein a need for the product category is recognized if the consumer has not planned ex ante to purchase the product category. Again, several factors are hypothesized to influence the likelihood of purchase planning (i.e., number of shopping trips per week and feature proneness) and in-store needs recognition (i.e., compulsiveness, gender, household size, shopping party size, and income). In the fourth stage, consumers execute their decisions and make category purchases - those planned in advance as well as those made in-store. Bucklin and Lattin (1991) argue that consumers often behave opportunistically in response to in-store promotions and purchase products that they may not have purchased otherwise. Of course, consumers cannot react to in-store display stimuli without exposure to it. Several factors might be expected to affect the probability of exposure to in-store stimuli trip type, number of aisles shopped, display type/location, and purchase involvement. Exposure to product categories and in-store displays does not guarantee that they will influence in-store decision-making. Shoppers must be able and/or willing to process such information. This variation can arise from external causes such as time pressure, or from internal sources such as age, need for cognition, or deal proneness. The in-store decision-making model was shown in Figure 1 (next page...