Consumer Decision Making Process Assignment Example | Topics and Well Written Essays - 1000 words

Consumer Decision Making Process - Assignment Example The assignment "Consumer Decision Making Process" talks about the interview which began with a brief introduction of the interviewer and the intention of the interview to the interviewee who bought a 400 QR worth Samsung Galaxy phone. When asked what made him buy the Android phone, he answered Android phones were trendy and stylish. It was quite evident that the brand name played a role in influencing his purchasing decision. This was quite secondary as the main preference that was not brand related seemed to supersede brand loyalty.The method used was laddering, with the help of Means End Chain Approach. This approach dictates that questions are asked in a certain manner, especially with many â€Å"why†-questions that may make the customer uncomfortable especially when the answers being sought by such questions are apparent. So an explanation was made to the customer/ respondent in advance of the questioning. The Means End Chain is based on assumptions that customers’ product knowledge is based on three factors as shown below according to the interview. These factors are arranged in a hierarchical manner as shown above, with the attribute topping the hierarchy and the value being at the bottom. Below is the interview excerpt from the interview of the customer. Attributes are the good outstanding features of the product, consequences are the benefits associated with the product or the problems of the product and finally, the value is the feeling contributed by the consequence.