There are three factors which influence the degree of active reasoning that is undertaken by the consumer in his process of decision-making. There are:
1. involvement,
2. alternative differentiation, and
3. time pressure.
We talked about Involvement and Alternative Differentiation in our previous talk. Let’s talk about Time Pressure Today.
When you are under pressure to make a decision quickly, you connot afford to spend a long time finding out about the various products or brands. You would probably buy whatever is readily available. When you are planning to buy a term life insurance, user can go on net and find out different available options. While traveling in you car to a hill station you car tyre bursts and you need to new one. At that time you would buy the brand that is available at whatever price without giving it too much thought. But under a different situation, when you need to buy new tyres, you would certainly like to find the features of nylon and radial tyres and evaluate various brands e.g. Modi, MRF, Dunlop and Apollo etc. on their individual advantages and disadvantages.
Thursday, October 22, 2009
Subscribe to:
Posts (Atom)
