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Nominal Decision-Making UYER BEHAVIOR

spend time in searching for information
Nominal decision-making is also known as evaluation of different brands on the and carry-out
'habitual decision-making' or 'nominal problem solving' basis of brand
name, physical appearance, function price
or routine problem solving. Need and so on.
recognition results in 5. Brand Loyalty
desire to bry. In case of least priced products
which are used continuously, buyer and products In case of purchase of products
to be low. It is involved in involvement is found sports shoes and so on, consumers are like groceries,
products consumed. In case ofleast priced products and and make little or no information: search. highlyIf involved
nominal
the first step is problem recognition. Afterdecision making. is purchasing the same product again and again, hel
recognising the she gains experience with the product and
problem, internal scarching is carried out which
consumer
results in can purchase the product by undergoing consumer
selection of a prefermed brand or product. The preferred
brand or product is purchased and no decision-making process. In case of brand little or no
is done till the brand fails to evaluation brand the degree of involvement consumer and extent
meet the expectations.
of of
decision-making relys upon the consumers attitudeof
loyalty,
Nominals decision making is result of with respect to product rather than product attribuites
continuous satisfaction with a productthewhich was 6. Inertia
selected previously after carrying out an extended The last type of consumer decision-making
decision-making process or the buyer doesn't give process is 'inertia'. Here the consumer involvement
much importance to the product category or
2. purchase. is low and no decision-making is involved. Consumer
Limted Decision-Making search for convenience factor. Consumer purchase the
Wayne. D. Hoye say that in case of low-level same product or brand not due to brand loyalty but due to
buyer involvement, limited decision-making becomes his/her feeling that spending time and energy in searching
similar to that of nominal decision making. The for an alternative is waste. For example, consumer
of decision making lies in between the nominal process involvement is less in purchasing items like vegetables,
decision
making and extended decision making. It is very tissue papers etc., and involves no decision-making.
and easy to understand and involves internal simple
search Q16. How Knowledge of consumer behaviour
from long-term memory and limited external search, Is useful to a marketing manager? Discuss
evaluation of only some alternatives, simple decision appllcations of consumer behavlour In
rules and some post-purchase evaluation. marketing decisions.
3. Extended Decison-Making Answer:
In case of extended decision-making, extended Usefulness/Importance of consumer/Buyer
internal and external searching is involved. After internal Behaviour to Marketing Manager
and extermal search, evaluation of various alternatives is Buyer behaviour has a great impact on marketers
done as buyer lack ofrelevant information regarding the The study of buyerbehaviour is necessary for marketer to
product or service and require such information. Usually, identify the consumption decisions so that marketers can
the evaluation involves measuring the characteristics develop competitive strategies against their competitor.
of each product at a time and determining how the Knowledge of buyer behaviour is useful in finding
characteristics of each product form a set of expected solutions of various problems of industry and it is also
characteristics. The reason behind all these things is the helpful in decision-making as follows,
1. Product
high-involvement ofbuyer in decision making. In case of
purchasing items like washing machine, computer, new Buyer behaviour explain the perceptions of
house, stereo system etc buyer involvement is high and buyer regarding a product which is useful for marketer
requires extended- decision making. Extended decision in designing the product.
making involves complex post purchase evaluation. 2 Price
In some emotional decisions, extended Buyer behaviour is also useful for marketer in
decision-making may be involved. For example, hxing price ofthe product.
selecting avalentine's day gift for a girlfriend. 3. Place
4. Complex Decision-making Buyer behaviour is useful in identifying ne
In case of high-involvement purchases, distribution channel so that buyers can reach the
complex decision-making process in undertaken. |product easily.
Complex decision -making is iavolved in purchasing 4. Promotion
products like, television, automobiles, washing
Knowledge
machine, computers and so on. As consumer consider the feelings regarding buyer behaviour explaim
and thinking of buyer which is useful
purchasing these products as important, he/she will sales promotion activities.
S I PUBLISHERS AND
DISTRIBUTORS PVT. LTD.

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Nominal Decision-Making UYER BEHAVIOR

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