Brand Loyalty - Case Study Example

Download file to see previous pages Various models have been conventionally put forward to elaborate the decision making process that an individual may employ for improving the quality of his/her decisions. Good decision making is to much an extent, an in-born quality, though the integrity of a decision can be evaluated against a potential model in order to enhance its quality. It is essentially a human activity (DQI, 2008). This paper aims at comparing the decision making processes described in the case study with the traditional problem solving approach to consumer decision making process. The traditional approach: Before analyzing the way in which traditional decision making process of consumers is conceived and interpreted, it is customary to discuss the traditional problem solving approach as the former gains influence from the latter. Traditional problem solving approach: “The Problem Solving process consists of a sequence of sections that fit together depending on the type of problem to be solved” (Anon., n.d.). There are various stages in the problem solving process (ITS, 2005), that are explained below: 1. Identification of problem: In this step, the problem that an individual faces is identified. 2. ...
5. Evaluation of solution: If the problem goes away, the solution works. Else, the solution has to be reselected in the step 3 and steps 4 and 5 should follow until the problem is gone. Traditional decision making process: In the traditional decision making process, consumers are conceived as highly risk averse in nature and rational in their approach. This is the fundamental reason why conventional conceptions about consumer decision making recognize it as information processing or problem solving phenomenon. The traditional models of consumer decision making presents a very logical and rational process, where, the consumer formulates and works upon a logically constructed course of action in an attempt to satisfy the very need. Therefore, the traditional decision making process of consumers consists of five basic steps, namely, need recognition, information search, evaluation of alternatives, product choice, and evaluation of decision (Spielberger, 2004, p. 486). There also exists an alternative model of consumer decision making in which, the cognitive, behavioral and affective responses occur in a hierarchical order. The sequence is commonly known as C-A-B sequence. It is noteworthy here that the steps of the traditional problem solving process greatly resemble those employed in the traditional decision making process. This is the key reason why it is said that traditionally, consumers adopt problem solving approach to make their decisions. Identification of problem is the recognition of need. Information search for making decision is similar to visualizing the problem in context of the background. Alternate decisions are ...Download file to see next pagesRead More