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The Various Models of Consumer Decision Making

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In order to gain a perspective of different people with different backgrounds, an effort has been made to receive a cultural mix in the respondents. This will help for the comparison and will also permit a better comparison of the three responses. As seen it is clear that the decisions of different people are quite different. Each person has a different level of importance given to each of the evaluative criteria (East, Wright and Vanhuele). Every person has a different choice of likes and dislikes. It is important to understand that people’ s choice is dependent on a number of different aspects like the demographics, personality of the individuals and also the economic conditions of the person.

As seen the three individuals chosen are from different cultural backgrounds and are hence have different choices (Solomon). To compare the decision making of all three respondents, it is important to classify them based on their demographic information and personality. These will help provide a basis for the reasoning and possible choice making as well. Considering the first respondent, Rai Chand is a 29-year-old professional who also studies part-time.

Rai Chand is an Indian by birth and has recently been married. Considering the second respondent, Tasha Joseph is a young lady working towards achieving her under graduation, she has been born and brought up in Sydney and is here for her studies. Finally, the third respondent Nick Harper is a busy businessman and owns a web development company. He is a father of two beautiful daughters and is in his early forties. As can be seen, the three respondents are of different ages and from different backgrounds.

It is important to consider the age difference among the three participants and the nature of their daily activities (Noel). As seen in the case of Rai Chand, he is a busy individual working as well as studying and in his late twenties and has been recently married. This clearly explains why he prefers to spend time with his family and spouse and prefers to spend as much free time with his wife.

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