edu---THE CONSUMER DECISION PROCESS





Consumers complete a step-by-step process in making purchasing decisions. The length of time and the amount of effort they devote to a particular purchasing dscision depend on the importance of the desired good or service to the consumer.

Purchases with high levels of potential social or economic consequences are said to be high-involvement purchase decisions. Buying a new car or deciding where to go to college are two examples of high-involvement decisions. Routine purchases that pose little risk to the consumer are low-involvement decisions products. Purchasing a candy bar from a vending machine is a good example.Consumers generally invest more time and effort in buying decisions for high-involvement products than in those for low-involvement products. 

A home buyer will visit the home before signing the final papers. Few buyers invest that much effort in choosing between nestle's and burnvita beverages. Believe it or not, though, they wills till go through the steps of the consumer decision process-but on a more compressed scale.


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