STAMFORD UNIVERSITY BANGLADESH

Submitted By
NAME AND ID
Araf Ahmed : BBA 070 19274

Submitted To

Name: Mohammad Ahsan Kabir Rubel

Assistant professor
Stamford University

Submission Date
2022
Describe a purchase you made using nominal decision making, one using limited decision
making, and one using extended decision making. What caused you to use each type of
decision process?

I bought fuel (gas) for my car as I was driving to school. A few kilometers after leaving my area
of residence, I checked my car’s dashboard and realized that the gas I had was not enough for the
day. Therefore, I realized the “need” for more fuel (Graham, 2010). Some few kilometers ahead,
I came across a gas station, which has served me for the last three years. I asked the attendant for
“premium” gas. I went straight to the purchasing stage, obtained the product, and did not even do
a post-purchase analysis.

I used the nominal decision-making model primarily because the fuel is a repeatedly
purchased commodity. I always fill my tank every three days. I am sure the brands at the station
satisfy my needs. Thus, there was an impact on brand loyalty (Hawkins, Mothersbaugh & Best,
2010).

Limited decision-making

Three days ago, I purchased a magazine at the local bookshop. My favorite magazines are “The
Times,” “Newsweek,” and “Science Direct.” I bought “The Times” because I had not obtained a
copy for the month. I went to the bookshop shelf, looked at the several magazines and
newspapers displayed there, and decided to buy “Times” even though I was tempted to go for
“Parents magazine.” I searched for information on the product with better information. Although
they were several, I settled on “The times.” However, after making the purchase and reading the
material, I realized that, at least, I had some information I needed.

I used the limited decision-making process because “The Times” has a lower cost than “The
parents” and had more pages compared to a few others on the shelf. Also, it is a repeat purchase,
which I get at least once a month.

Extended decision

Some five months ago, I purchased a laptop computer after disposing of the older model I have
been using since 2009. I first realized that I needed a new computer when the battery of the
previous failed to maintain its ‘charged status’ for the recommended five hours. I consulted my
friend Bill, a computer science student. Bill informed me that Apple computers were his favorite
due to their efficiency and good appearance, but they come at a higher cost. He also told me that
Samsung computers are efficient and have compatible sizes, but their batteries do not last long.
Also, he informed me that HP, Dell, and Toshiba products have the best price but less efficient
than Apple and Samsung. After evaluating these alternatives, I decided to go to Apple. However,
I realize that I was charged more for a product that works almost the same as Samsung, Dell, and
HP. I used this model because I rarely purchase computers, and I am yet to obtain loyalty.