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RMG 302 (15)

Decision Making

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Ryerson University
Retail Management
RMG 302
Donna Smith

Rational Perspective Calmly & carefully integrate as much info as possible with what they already know about a product, weigh the proscons of each alternative and arrive at a decision. Traditional Perspective relates the economics of information approach to the search process; assuming we collect just as much data as we need to make an informed decision Consumer Decision Making: 1. Problem Recognition When a consumer sees a difference between hisher current state and the desired state 2. Information Search The process in which the consumer surveys hisher environment for appropriate data to make reasonable decisions. Information sources can be internal (memory) or external (environment). Directed learning is where information had already been research previously, while incidental learning is the exposure to packaging, sales promotion, and advertising. New info shoppers are people who look for info online before buying. Prepurchase Search Searching the marketplace for specific information Browsing Seek
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