Unit – 4 Alternative evaluation and choice

The decision stage after problem recognition and information search is alternative evaluation
and selection.

1. Consumers' choice: rational choice, affective choice, attribute-based choice, attitude

based choice

Rational consumer choice is based on logical and systematic thinking. Consumers who
use this approach consider the costs and benefits of different options and make their
decisions based on which option offers the most value for their money. This approach is
often characterized by careful consideration of all available options, as well as a focus on
long-term goals and needs.

Affective consumer choice, on the other hand, is based on emotional and subjective
factors. Consumers who use this approach may be influenced by their feelings, desires,
and personal preferences when making decisions. They may be more likely to make
impulsive or spontaneous purchases based on how they feel in the moment, rather than
considering the long-term consequences of their actions.

Attribute-based choice refers to the process of making a decision based on specific,

observable characteristics or attributes of the options being considered. For example, a
consumer may choose a particular brand of toothpaste because it has a long-lasting flavor
or because it is recommended by a dental professional. In attribute-based choice, the
consumer is focusing on the specific features or benefits of the options being considered
and how they meet their needs or preferences.

Attitude-based choice, on the other hand, refers to the process of making a decision
based on a consumer's overall evaluation or attitude towards a particular option. A
consumer's attitude towards an option may be influenced by their past experiences, their
values and beliefs, and the influence of others. For example, a consumer may choose a
particular brand of clothing because they have a positive attitude towards the brand and
its values, even if the specific features or attributes of the clothing are not particularly
important to them.

2. Evaluative Criteria and it's measurement

Evaluative criteria are the standards or benchmarks that consumers use to evaluate and
compare different options when making a decision. These criteria can be used to assess
the quality, value, or suitability of the options being considered and help consumers
determine which option is the best fit for their needs or preferences.

Evaluative criteria can vary depending on the type of decision being made and the
specific needs or preferences of the consumer. Some common evaluative criteria that
consumers may consider when making a decision include price, quality, convenience,
appearance, performance, and reputation.

There are several methods that can be used to measure evaluative criteria in consumer
decision-making:

Surveys: Surveys can be used to gather data from consumers about the criteria they use
to evaluate products or services. Surveys can be conducted online or in person, and can
be used to gather both quantitative (e.g., ratings on a scale) and qualitative (e.g., open-
ended comments) data.

Focus groups: Focus groups involve bringing together a group of consumers to discuss
and evaluate products or services. Focus groups can be useful for gathering in-depth
insights about consumer decision-making and can help to identify key evaluative criteria
that are important to consumers.

Experiments: Experiments can be used to manipulate certain variables (e.g., price,

branding) and observe how consumers respond. Experiments can be useful for identifying
the relative importance of different evaluative criteria in consumer decision-making.

Online reviews: Online reviews written by consumers can provide valuable insights into
the criteria that consumers use to evaluate products or services. Analyzing online reviews
can help to identify common themes or patterns in consumer decision-making.

Interviews: Interviews with consumers can be used to gather in-depth insights about their
decision-making process and the criteria they use to evaluate products or services.
Interviews can be conducted in person or over the phone, and can be structured or
unstructured.

It is important to use multiple methods to measure evaluative criteria in consumer

decision-making, as this can help to increase the reliability and validity of the data and
provide a more comprehensive understanding of consumer behavior.
3. Consumer decisions rules

a. conjunctive and disjunctive decision rule

b. Lexicographic decision rule
c. Compensatory decision rule

In consumer decision making, a conjunctive decision rule is a rule that requires all the
necessary conditions to be met before making a choice. This means that the consumer
will only consider options that meet all the necessary criteria. For example, a consumer
looking for a new car may have a conjunctive decision rule that requires the car to have a
certain level of fuel efficiency, a certain price range, and a certain level of safety ratings.
The consumer will only consider options that meet all these criteria.

On the other hand, a disjunctive decision rule is a rule that allows the consumer to
consider options that meet any of the necessary criteria. This means that the consumer
will consider options that meet one or more of the necessary criteria, but not necessarily
all of them. For example, a consumer looking for a new car may have a disjunctive
decision rule that allows them to consider options that are either fuel efficient or have a
low price. In this case, the consumer may consider both fuel-efficient cars and low-priced
cars, even if they do not meet both criteria.

A lexicographic decision rule is a decision-making strategy that involves ranking

alternatives based on the importance of their attributes or characteristics, and choosing
the alternative that has the highest rank in the first attribute that is being considered. For
example, if you are choosing a car and the most important attribute for you is fuel
efficiency, you would rank the cars based on their fuel efficiency and choose the one with
the highest fuel efficiency.

A compensatory decision rule, on the other hand, involves weighing the different
attributes or characteristics of the alternatives and considering their trade-offs. For
example, if you are choosing a car and fuel efficiency is important to you, but you also
value a spacious interior and a powerful engine, you might weigh these attributes against
each other and choose the car that provides the best overall balance of the attributes you
value.
4. Marketing strategies in evaluation and choice

There are several strategies that companies can use to influence the evaluation and choice
of consumers. Some of these strategies include:

Positioning: This involves creating a unique and desirable image for a product or service
in the minds of consumers. This can be achieved through advertising, branding, and
packaging.

Pricing: The price of a product or service can influence consumer choice. Companies
may use pricing strategies such as discounts, price promotions, and price bundling to
encourage consumers to purchase.

Product differentiation: Companies can differentiate their products or services from

competitors through features, functionality, quality, or design. This can make their
offerings more attractive to consumers.

Customer experience: The overall customer experience, including the convenience and
satisfaction of the purchase process, can influence consumer choice. Companies may use
techniques such as personalized recommendations or loyalty programs to enhance the
customer experience.

Social proof: Consumers may be more likely to purchase a product or service if they see
others using it or if it has positive reviews. Companies may use social media or customer
testimonials to showcase the popularity and satisfaction of their offerings.

Influencer marketing: Companies may use influencers or brand ambassadors to promote

their products or services to their followers or audiences. This can help to increase
awareness and credibility for the brand.