Focuses on Process we go through when making decision. Decision making is a linear process that involves a number of steps/ stages it can be analysed and considered independently.

 

Think about either a mundane product (less than 45) or a product somewhere in the $20-50 range that serves a utilitarian function. Doing some self-reflection, audit your choice process by working through the following questions.

Guide Questions for reflection and exploration to be answered

1.Who was the decision-making unit? Identify all those who played a role in the decision process. What role did they play?

2.What motivated the purchase? What problems did the product/service solve? What functions would it facilitate? What attributes seemed important?

3.Characterize the decision. Was it a first-time decision? A review of a previous decision? A careful decision? A casual decision? Was the amount of deliberation appropriate to the decision?

4.Characterize the decision-making process. What triggered the process? Was there an information search? How was the search conducted? How much information was collected? What sources were used? When in the process was information gathered? How many alternatives were evaluated? Why those? How was the final choice determined?

5. What is the meaning of this product or service to the customer? How does the product fit into your life? What role does it play? What role does the brand play in all of this?