Video Streaming Service: The Consumer Decision Process

Consumers purchase a good or service based on their perception that it is the "best" value for their money, that is$,$ the ratio of benefits to costs is higher for that good or service than for any other. This activity is important because if we want to understand consumer behavior, we must learn why people buy the products and services that they do$.$

The goal of this activity is to demonstrate what goes through a consumer's mind before, during, and after the consumer makes a purchase. It will help you to more clearly see the steps involved in the consumer$-$decision process model.

First, read the case about Elina Petrova's options for replacing her premium cable channels. Then, click and drag each action to the step that best represents that action in the consumer decision process model.

Elina Petrova, an avid movie$-$watcher, just started college and is missing the premium cable channels she used to watch at home. Since premium cable isn't available in her dormitory, she decided to investigate movie$-$streaming services. As part of her decision$-$making process she asked herself, "Which service gives me the best overall value $-$the best selections and convenience at the lowest price?" and, "Which service offers a wide enough variety of films that my friends will want to come over and watch with me$?"$

She began by asking around for suggestions and by reading through online reviews of different services such as Hulu Plus and Amazon Prime. After considering all her options, Elina decided to subscribe to Netflix for its wide