As a consumer, each of us spends time and effort in terms of comparing

1.	As a consumer, each of us spends time and effort in terms of comparing prices, visiting showrooms, reading online reviews and even asking for advice from friends before making a final decision. In other words, time and effort are involved before making a purchase decision. At times our decisions are cognitive or emotional. A. Distinguish between Cognitive and Emotive purchase decisions. Give examples to support your answer. B. Discuss the first two stages of the consumer purchase decision process.
Answer» A. Cognitive purchase decisions are thought-based whereas emotive purchase decisions are feeling based. For example – buying a home will be cognitive purchase decision and buying snacks is an emotive purchase decision B. First two stages of consumer purchase decision process: Problem Recognition – Here, consumer becomes aware of the difference between the actual state (where we are now and the ideal state (‘where we want to be’). This stage motivates the individual to initiate purchase decision process. Information Search – Here, the consumer gathers information related to his/her fulfillment of a desired state of affairs. High involvement purchases may invite large information searches, while low involvement purchases require little search activity. The search may include internal or external sources of information. During the internal search existing information feelings and experiences similar to the problem-solving situation are recalled from the consumer’s memory. An external search collects information from outside sources, such as family members, friends, store displays, sales personal, advertisements and product reviews.

As a consumer, each of us spends time and effort in terms of comparing prices, visiting showrooms, reading online reviews and even asking for advice from friends before making a final decision. In other words, time and effort are involved before making a purchase decision. At times our decisions are cognitive or emotional. A. Distinguish between Cognitive and Emotive purchase decisions. Give examples to support your answer. B. Discuss the first two stages of the consumer purchase decision process.

Answer»

A. Cognitive purchase decisions are thought-based whereas emotive purchase decisions are feeling based.

For example – buying a home will be cognitive purchase decision and buying snacks is an emotive purchase decision

B. First two stages of consumer purchase decision process:

Problem Recognition – Here, consumer becomes aware of the difference between the actual state (where we are now and the ideal state (‘where we want to be’). This stage motivates the individual to initiate purchase decision process.
Information Search – Here, the consumer gathers information related to his/her fulfillment of a desired state of affairs. High involvement purchases may invite large information searches, while low involvement purchases require little search activity. The search may include internal or external sources of information. During the internal search existing information feelings and experiences similar to the problem-solving situation are recalled from the consumer’s memory. An external search collects information from outside sources, such as family members, friends, store displays, sales personal, advertisements and product reviews.

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