Cnsumer process competitive brand information and reached at a judgement. We cannot generally define a single process which can elaborate the decision making process of all the consumers but there are some common elements used by nearly all the consumers while taking the decision consumer is always looking to satisfy a specific need secondly consumer is in search of certain benefits which he or she can get from a product the next is that consumer consider every product as a bundle of attributes that vary from each other.
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To understanf it fully lets take the example of some products and find out how consumer valued different attributes differently for different products
Tires
If customer is looking for the tires the attribute his he is looking will be the safety thread life right quality comma and of course the price
Hotels
If the same customer is looking for a hotel then he will consider location, cleanliness of the hotel, atmosphere, the dining facility and of course the price
Cameras
While seeking the cameras the attributes evaluated will be picture sharpness, camera speech from my camera size comma price, battery timing
Mouthwash
capacity to kill the germs It stays colour order are some of the attributes on which any mouthwash can be evaluated
buyers give attention to those attributes which they think are most important. this is the reason that the market products are segmented according to the attributes preferred by different customers
