Evaluation Phase of Decision Process

Topics

consumer behavior, buyer decision process, decision rules, evaluation phase, non-compensatory decisions


Review the activity below or download the PDF student worksheet

Student Worksheet: Evaluation Phase of Decision Process


Student Discussion Activity

 

In this task we explore the third phase of the consumer decision process, which is the evaluation of alternatives. From the various smart TV options listed below, which one would you choose based on the six product attributes provided?

On what basis did you make your choice?   

Our Choice of Smart TVs

 

Screen Size

 

Warranty

Brand A

100 cm

Brand A

3 years

Brand B

150 cm

Brand B

2 years

Brand C

100 cm

Brand C

1 years

Brand D

150 cm

Brand D

3 years

Brand E

80 cm

Brand E

1 years

 

Stereo Quality

 

Brand Reputation

Brand A

OK

Brand A

Great

Brand B

Good

Brand B

Good

Brand C

Great

Brand C

Great

Brand D

OK

Brand D

Good

Brand E

Good

Brand E

OK

 

Price

 

Picture Quality

Brand A

$3,000

Brand A

Good

Brand B

$4,000

Brand B

Good

Brand C

$2,500

Brand C

Great

Brand D

$4,000

Brand D

Good

Brand E

$1,000

Brand E

OK

Student Discussion Questions

  1. Which TV did you choose? Why did you consider this TV to be the best choice?
  2. Which decision rule did your approach/selection most resemble?
  3. How helpful is it for marketers and retailers to understand the different types of decision rules/processes that consumers may use? In what ways could they utilize this information?

Related Activities

Customer Journey Mapping

Household Decision Making Roles

Managing Post-purchase Behavior