Comparison Analysis of Personal Consumption Habits Essay

Comparison Analysis of Personal Consumption Habits - Essay Example Boone & Kurtz (2006) outline the first step in the consumer decision-making process as being the identification of a specific problem. In the case of my food purchase, a relatively empty refrigerator represented such a problem. In addition, a personal craving for pickles was the initial motivation to visit the food market, where a series of searches and evaluation of alternative brands ultimately led to a final purchase decision. There appears to be a general consensus amongst most marketing research professionals that buying decisions are largely based on elements of the marketing mix (such as price and promotion), as well as previous experience with any particular brand. Pickles, under the model of consumer behaviour, usually represent low-involvement, meaning that lower price and affordability, as well as the fact that the majority of pickle brands are quite similar, would dictate a rapid purchase decision. However, in my personal situation, I am quite particular about the texture and flavour enhancements which are added to pickles, hence I generally weigh my potential brand alternatives carefully before selecting my desired product. The final pickle purchase involved a heavy evaluation of alternative brands, comparing ingredients, my own experience and distaste for certain brands, and the promotional elements of the market which included sale versus non-sale items; representing a series of personal evaluative criteria. The process of searching, as stage two of the decision-making process.