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There are certain concerns which the consumer must

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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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