Week 3

This week in class, we discussed the Consumer Decision Making Processes in Chapter 6.
Every product or service that you buy can be placed into each cell of the matrix which includes Limited Decision Making, Extnsive Decision making, Routine Response Behavior(Inertia), and Brand Loyal(Habit).



Limited Decision Making


This shampoo is an example of a Limited Decision Making product.  I usually buy this product, as well as their conditioner, but I do not all of the time.  I enjoy the product, but if there is an alternative quality shampoo that is less expensive at the same store, I will opt out.  Likewise, I will not travel to a different store to buy this shampoo if it is not available at the store I am at.  Although I buy it most of the time, it is not a Routine Response Behavior product.



Extensive Decision Making

When making an important, unfamiliar, or expensive purchase, the Extensive Decision Making Process is usually used. To make the right decison, consumers want to know everything they can about the product or service. When I bought the laptop I am typing on right now, I searched both online and in store, consulted friends and family, compared prices, and looked at reviews to get the best product I could with the money I had. I checked multiple brands, and then reviewed all of the criteria before making a decision.



Routine Response Behavior(Inertia)
These are brands that we are accustomed to and enjoy, so as the customer, we return back and buy their products habitually. I searched around until I found  the jeans that fit me perfectly and were comfortable.  When I found the right pair of American Eagle Jeans, I was satisfied and I continue to buy them.  Even though, they are a little more expenive than other brands, the product is worth it.


Habitual Buying

This is a rather quick process. Consumers buy these products and then evauate later.  An example for me would be toothpaste.  I am not particular baout my toothpaste, and most toothpastes taste the same and do about the same thing; I can rarely tell a difference between each brand, whether it be Crest, Colgate, or Oral B. Because of this, I spend little time on searching and decision making before purchasing the product.


SMART PROJECT
My group(OK TO DRIVE?) had its first meeting last Sunday, where all five of us were able to sit down togther for about an hour or so to discuss our product and create a memo.  We solidifed our POV Statement, made a list of conrstraints and goals, and then did a Gallery Walk in class to ask questions and share ideas.  Our group brainstormed ideas of how to address the problems that our classmates brought up about our product. At our next meeting, we will further solidify our brand.