Other businesses have gone one step further and state

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Unformatted text preview: em’? If so, why is ‘Panado’ more expensive? Consequently, a brand name becomes particularly essential in judging quality. This dominance is what drives some consumers in being prepared to pay more for a painkiller, even though more knowledgeable consumers are familiar with government regulations regulating painkillers’ contents [Engel et al., 1995:209]. Country of origin or nationalism refers to the manner in which a consumer considers where a product is produced as part of their evaluative criteria. As globalisation is on the 90 increase, more countries are experiencing tougher foreign competition in their own backyards. Consumers may therefore sometimes want to be committed to their strong sense of patriotism. [Swanepoel, 2002:14; Kaynak, 2000:1221 and Cateora & Graham, 1999:147]. The way that ‘Bokomo Foods’ explicitly remind South Africans on their products to buy their South African cereals is a good example. Other businesses have gone one step further and state that not only are their products made in South Africa but that they are also owned by South Africans. ‘BJ’s’ fast food restaurants are an example. Price can play a role as a surrogate indicator and already been discussed in the section dealing with information search. As consumers judge alternative brands on numerous evaluative criteria, they must have some method to select one brand from the various choices. These methods are referred to as decision rules consumers use to make a selection from the choice alternatives. They can range from basic procedures that require little time and effort to highly structured ones that involve more time and effort [Engel et al., 1995:222 and Hawkins et al., 2001:576]. Bear in mind the fact that there is no single particular decision rule used for every consumer. The most recent decision rule models see the process as being cognitively oriented - consumers that shape judgments largely on a conscious and reasonable foundation [Kotler, 2000:180]. Decision rules are simplified as consumers are constantly having to make trade-offs between the quality of their choice and the amount of time and effort that is needed in executing the decision [Lee, 2000:117 and Brassington & Pettitt, 1997:92]. In many cases, consumers will adhere to decision rules that result in satisfactory results whilst ensuring that not too much time and effort was wasted in making the decision. It may appear to them that too much mental and physical energy is required in undergoing a route to benefit from optimal results. This type of thinking is more common in goods such as cold drinks, which do not require a lot of thinking and thus lack in importance [Mittal & Kamakura, 2001:131]. There are times, however, when consumers are more encouraged in making decisions due to complex decision rules being made use of. An example would be that of a time-pressurised mother shopping for groceries. A vital academic distinction between these complex rules is whether they involve a noncompensatory or compensatory course of action. Non-compensatory decision rules are 91 typified by the fact that a product’s weakness on o...
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