Desision Making

     While on vacation for Spring break, I planned a trip to Florida to visit my sister, and her new home. During the actual vacation we decided to dedicate a day to shopping. Forty minutes north of her home is a town called Ellenton. Ellenton contains a number of high-end designer premium outlets. While shopping through these outlets (containing 50+ stores) we decided to stop at the Juicy Couture store. While browsing through the boutique, I found my one weakness, a new purse. While a purse is not an actual need[1] I was able to use my rationalization perspective[2] to justify the purchase, as an opportunity need[3]. Since the purse was relatively pricey (even on sale) I used an extensive problem-solving[4] tactic for my buying decision behavior[5].

         The first step in my decision making process was problem recognition[6]. I noticed a difference between my actual and ideal states, and tried to figure out which was more important. I decided that I really loved the purse and that every-time I wore it I would remember my sister and our fun vacation. Therefore, through my opportunity recognition, my ideal state moved forward. My second and third step worked with one another. My second step was a thorough Information Search[7]. I conducted my information search online by looking at different websites on my Iphone, to see if I could find the exact purse for a lower price, the search deemed unsuccessful. I then conducted an external search to evaluate alternatives (step 3) and went to other stores around the complex. My third attempt’s purpose was to find a comparable product for a more affordable price, but again no results. My last and final step was the ultimate product choice; I ended up purchasing the purse with a matching wallet, and was able to save three hundred dollars by putting my decision-making skills to work.

         Concluding, my overall satisfaction with the product (on a scale from 1 to 7 where 1 is extremely dissatisfied and 7 is extremely is satisfied) is a 7. On the same scale as stated above, my likelihood of going back to this firm is a 7, and my likelihood of recommending this product is a 7.

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[1] A biological Ex- need, food, water, shelter

[2]  A type of logic associated with a consumer that they use to justify purchase decisions

[3]  Certain circumstance occur to help meet a specific need

[4]  This type of problem solving takes more thought/decision processing. Usually used for expensive purchases or brands that you make not know too much about.

[5]  This is the behavior (routine response, limited problem solving, or extensive problem solving) that we use to make a final decision.

[6] When consumers see differences between current and ideal state.

[7] The process by which we survey the environment for appropriate data to make a reasonable decision