The Grocery-Store Purchase Situation Essay Example | Topics and Well Written Essays - 2500 words

The Grocery-Store Purchase Situation - Essay Example First, she recognizes either a problem or an opportunity. Perhaps she is checking the stocks of grocery items that she plans to buy and finds out that she is running out of food for her pet. There she recognizes the problem, where the decision-making for the purchase of pet food starts. Â  Depending on her level of involvement in choosing the brand of pet food, as well as the perceived risk of the decision outcome will determine how she would deal with the problem. If she is not actively involved in searching for information to solve her problem, this is what is more likely to happen: perhaps she would first look into the evoked set, those brands which she knows well and is choices for her to meet this problem. In any way, her decision would only be based on a small set of brands that she knows, aside from her loyalty brand for she is not actively involved in searching for information to solve her problem. Â  Perhaps, it has been the custom for her to buy a certain brand of pet food, and she sees that her pet is very satisfied with it—so she just buys another pack of that brand. Since the brand meets her expectation, she continues to buy it and writes it down on her shopping list. She has just taken the ‘habitual path’ of brand decision-making in this case, as the purchase decision is out of habit. Â  There are other instances where this kind of decision-making varies.