Consumer Decision Making Process Assignment Example | Topics and Well Written Essays - 1000 words

Consumer Decision making Process - Assignment ExampleThe assignment Consumer Decision Making Process talks about the interrogate which began with a brief introduction of the interviewer and the intention of the interview to the interviewee who bought a 400 QR worth Samsung Galaxy phone. When asked what do him buy the Android phone, he answered Android phones were trendy and stylish. It was quite evident that the brand name vie a role in influencing his purchasing decision. This was quite secondary as the main preference that was non brand related seemed to supersede brand loyalty.The method used was laddering, with the help of Means End cosmic string Approach. This approach dictates that questions are asked in a certain manner, especially with many why-questions that may deliver the customer uncomfortable especially when the answers universe sought by such questions are apparent. So an business relationship was made to the customer/ respondent in advance of the questioning. T he Means End Chain is based on assumptions that customers intersection point knowledge is based on three factors as shown below according to the interview. These factors are arrange in a hierarchical manner as shown above, with the attribute topping the hierarchy and the value being at the bottom. Below is the interview excerpt from the interview of the customer. Attributes are the good outstanding features of the product, consequences are the benefits associated with the product or the problems of the product and finally, the value is the feeling contributed by the consequence.