Chapter 6-Consumer Decision Making

Decision-making can either be a very broad aspect for a consumer when deciding on a purchase, or a very simple one. Being that studies prove majority of purchases are not planned and made on impulse, we can conclude that most of consumer decision-making doesn’t take much pre-meditation. But, for that minority of purchases that does take a deeper thought process from the consumer, there are plenty of areas the decision has to take into consideration. For example, A Breitling customer would most likely not make "need recognition" the number one priority, being that there is arguably no real need for a watched priced over $1,000, when you can get a great quality watch priced well below $500. “Evaluating alternatives” might be an aspect a Breitling customer considers, for example shopping around to see if another jeweler will give him/her a better deal. The strongest part of a Breitling customers decision process to purchase a high end watch, would have to be, Information search. When buying something as expensive as a Breitling watch, a customer knows about the product they are exchanging their money for and most likely has an understanding of why the product is priced the way it is.