In what way do consumers

stray from a deliberative,

rational decision process?

Low involvement Consumer Decision Making

Person chose a peripheral route instead of central route for buying some products.

No specific choice for products like salt

Variety Seeking Buying Behavior

Consumers choose such brands without much evaluation, and evaluates the product during consumption such as cookies.

Let’s try Oreo today, Milano was good!!

Availability Heuristic

Last time, I bought it, it was not long

lasting.

Representative Heuristic

Similar package

appearance of different brands.

Anchoring & Adjustment

HeuristicConsumers arrive at an

initial judgment and then adjust it based on the

additional information.

SummaryConsumers are constructive decision makers and subject to many contextual influences. They often exhibit low involvement in their decisions, using many heuristics as a result

Credit

KOTLER, P. & KELLER, K. 2011. Marketing Management 14th Edition , Upper Saddle River, NJ, Prentice Hall(With due thanks to the owners of Photographs)

Disclaimer :Paras Arora

H.B.T.I. Kanpurduring an

internship by Prof. Sameer Mathur,

IIM Lucknowwww.iiminternshi

p.com