Traditionally consumer researchers have approached decision makers from a rational perspective, in this view people calmly and carefully intergrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minutes of each alternative and arrive at a satisfactory decision. ( Consumer Behaviour, Micheal Solomon)
Kotler's Buyer Decision ProcessNeed recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behaviour
Proposed by the harvard business school in the mid 1960's
Behaviour is said to depend upon an indivdual's subjective perception of the risk inherent in buying a product - people's tolerance to risk varies
Also in our lecture we had to do an excercise in groups, we were asked to draw a picture of a typical over 50 year old, we had to describe what interests he may have, etc. We as a group thought that this man "john" would be a bus driver, he is married and has many grandchildren, he likes reading the sun, enjoy's going to the pub and also enjoy's playing bingo every week. we drew a picture saying all of this on the face, which looked quite funny!!!
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