Consumer decision-making styles
High-quality conscious - Consumers who search carefully and systematically for
the best quality in products. Often, they are not satisfied
with the good enough products.
Price-conscious - Consumers who are particularly conscious of sale prices
and lower prices in general and, more importantly, are
concerned with getting the best value for their money.
These consumers are likely to be comparison shoppers.
Impulsive - Consumers who tend to buy on the spur of the moment
and to appear unconcerned about how much they spend
or about getting best buys.
Confused by overchoice - Consumers who perceive too many brands and stores
from which to choose and who likely experience
information overload in the market.
Brand-conscious - Consumers who are oriented toward buying the more expensive, well-known national brands, believing that anhigher price means better quality. They also prefer bestselling, advertised brands.