Consumer Interview Paper

Consumer Interview We are a part of a materialistic society, due to this we all participate in consumer decision making processes. The world of consumerism is always looking to understand how consumers make their purchasing decisions. The price of a product heavily influences how a consumer will make their decision. When making an inexpensive purchase, consumers do not spend extended periods of time considering the purchase. But, when making expensive purchases consumers spend considerable time researching and debating the product and its alternatives. When consumers are making purchases, a decision-making process occurs. This process can happen either subconsciously or consciously, but regardless consumers think through purchases. The decision-making process is different depending on what type of purchase is

When making a habitual or emotional decision consumers follow the non-compensatory rule, this rule states that if a product does not satisfy one of our needs we disregard it as an option. There are three levels to the non-compensatory rule – the lexicographic rule, the elimination-by-aspects rule, and the conjunctive rule. Respectively they are defined as: the best in the most important attribute, the most important attribute with specific cutoffs, and the minimum levels of acceptability on each attribute (Whang, 2018). My two interviewees are Jillian M. a 19-year-old female college student and Anna M. a 20-year-old female college student. Jillian M. purchased a skincare treatment for her rosacea that was over $100. Anna M. purchased a pack of chewing gum that was less than $5. Jillian M. made a cognitive decision and Anna M. made a habitual decision when choosing to buy gum, but an emotional decision when choosing what brand and flavor of chewing gum to buy (Solomon,