Consumer behaviour: Decision making

 

This article describes Snakes & Ladders, a non-directive research method which maps the purchase process from beginning to end. It works by putting the decision at the centre of the investigation ...

This paper details an alternate methodology that permits the consumer decision process to be observed without the constraint of model phases or 'sets'. A new custom-developed computerised process trac ...

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

Although today's clinical healthcare domain is typically driven by technological possibilities, increasingly awareness is building that a change in focus is needed to also incorporate the experiences ...

The Italian OTC market is evolving. The last significant change occurred about two years ago with the so-called 'Bersani Decree', which ratified the exit of the OTCs from the pharmacy, giving consumer ...

This paper demonstrates the contribution of advanced qualitative research to the identification and exploration of non-rational responses and decision-making in the ethical and OTC fields of pharmaceu ...

Improved education, the internet and the growth of healthcare information, and interest in healthcare, have made consumers far more aware of causes and alternative treatments for a wide range of condi ...

Creating change in today's marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers. Marketers have been grappling for quite some time with 'autopilot' brand choi ...

This article argues that trust is the key to getting consumers to choose a brand. Consumers have always been driven by a search for trust, and to achieve this, the product itself must be worthy of tru ...

This article discusses why consumers' decision-making processes are hard to understand, and what this may mean for marketers. Many different factors are involved in even the simplest decisions, and pe ...

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benef ...

This paper argues that too often, financial services are marketed to the most convertible consumers – people with the highest level of interest. It says that by exploring how consumers make financial ...

Since the 1960s, the focus in market and social research has been on the search for deep motivations that underpin attitudes and behaviour, and, ultimately, decision making. This paper proposes an alt ...

Using academic research and experience of brand repertoire development in China, Caroline Hayter-Whitehill and Nitasha Kapoor, of Acacia Avenue, discuss brand loyalty and brand repertoires. They expla ...

Buddhistpunk aims to offer a considered independent alternative for the individual, in an ever more corporate world. Since its birth in 1999 out of the union of a western aesthetic edge and artisan tr ...

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

Market research in general, and in the Telecoms sector not least of all, tends towards the rational and the linear, assuming that the market is consciously aware of what it does and why it does it, an ...

This paper introduces the concept of 'Snakes and Ladders' marketing, a new way of viewing decision-making that replaces the old model of the purchase funnel. We have moved from a rationalised world to ...

Consciously or unconsciously, market researchers systematically distort what they actually want to understand: the consumer. They often implicitly assume rational behaviour, neglect interdependencies ...

Some authors are announcing the dawn of informational era marketing, where the consumer acquires real negotiating power based on access to information that is complete, up to the minute and unbiased. ...

Choosing the right mortgage can take months and that has implications for consumer research. This paper asks a series of questions such as does it matter if consumers are questioned at the beginning, ...

This paper applies traditional models of attitude formation, based on the elaboration likelihood model, to the internet. Specifically, the dual mediation hypothesis and the affect transfer hypothesis ...

Automotive manufacturers are fighting to maximise their advertising efficiency in the context of an increasingly competitive market and significant pressure on market research budgets. As a result, si ...

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preference ...

Based on traditional rational consumer theories about beliefs preceding intent to act and knowledge preceding behavior, this study proposed, and empirically tested, a hierarchical path model of decisi ...

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers. The authors focus on two m ...

Wendy Gordon, founder and partner at Acacia Avenue research and strategy consultancy, confronts some traditional theories of consumer decision-making and explains how recent research is modifying our ...

In this introduction to 6 articles focusing on understanding consumers, the author muses on how little we know about how buying decisions are made and how many of us still rely on outdated theories.

Modelling the drivers of brand equity can improve insights into brand consideration, brand use and brand commitment measures. Consumers tend to distinguish between brands on a few general criteria ra ...

Stuart McDonald, ad planning manager at News International, describes the results of research in 2003 to define the purchase process for car buyers, and help understand the role that particular med ...