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Unformatted text preview: ne attribute cannot be offset by its
strong performance on another attribute [Hawkins et al, 2001:577 and Burgess, 1998:61].
To illustrate this concept, refer to an example where a consumer wishes to purchase
something at a café to nibble on. Consumers are always eager on anything that is very
healthy, but the problem lies in that these particular snacks would then be inferior with
regard to taste. The snack’s strong point (health) cannot overcome its weakness (poor
taste) [Baltas, 2001:57]. When a perceived product attribute weakness may be offset or
be compensated for by its perceived strength, compensatory decision rules are applied
[Hawkins et al., 2001:577]. For example, a good tasting hamburger is worthwhile when
you are hungry despite it’s high price. 2.7.4 Purchase Once an alternative is chosen and a final decision has been made, the consumer then
moves to the purchase phase - the consumer then attempts to put his thoughts into action.
There are certain concerns, which the consumer must address in executing a purchasing
action, such as whether to buy, when to buy, what to buy, where to buy, and how to pay
[Kotler, 2000:182]. For instance, consider a child that decides to buy ‘Digimon’ collectable stickers on Saturday at ‘Georges café’ and intends to use his pocket money in
doing so. There are, however, several issues, such as new information, exterminated
alternatives, changed circumstances, changed motivations and timing that might prevent
the child from following through with his intentions. It is expected at this stage of the decision-making process that consumers have made up
their mind and chosen a course of action. This, however, is not always the case. It is
generally believed that consumers can go through three fundamental sequences when
making a purchase decision. The first sequence comes into play when a consumer selects
an outlet first then followed by a brand. The opposite of the latter would refer to the
second sequence, whilst the third sequence deals with a simultaneous selection of the two
[Hawkins et al., 2001:597]. These sequences are heavily influenced by the attributes of
the outlet (such as cleanliness), the product (such as size), consumer characteristics (such
as learning) and situational influencers (such as social surroundings). The product and
consumer characteristics have already been discussed. The outlet attributes will be dealt
with in Chapter three. The only new concept introduced is that of situational influences.
92 Situational influences are defined as: “… all those factors particular to a time and place
that do not follow from knowledge of personal (intra-individual) and stimulus (choice
alternative) attributes and that have a demonstrable and systematic effect on current
behaviour” [Hawkins et al., 2001:478]. Situational influences are able to influence the consumer decision-making process,
internal and external influencers. In other words, these influences are independent of the
consumer or object’s (such as an advertiseme...
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