CONSUMER DECISION RULES

oo It isis often
It often referred
referred as as Heuristics.
Heuristics.
oo These are
These are procedures
procedures used used by
by
consumers to
consumers to facilitate
facilitate brand
brand choices.
choices.
oo These
These rulesrules reduce
reduce thethe burden
burden of
of
making complex
making complex decisions
decisions byby providing
providing
guidelines that
guidelines that make
make the
the process
process easier.
easier.
 There are 2 major categories :--

NON-
COMPENSATORY
COMPENSATORY
DECISION RULES
DECISION RULES

CONJUNCTIVE DECISION DISJUNCTIVE DECISION LEXICOGRAPHIC DECISION

RULES RULES RULES
 A type of decision
rule in which a
consumer evaluates
each brand in terms
Compensatory of each relevant
Decision Rules attribute and then
selects the brand with
the highest weighted
score.
 Compensatory Decision Rules E = 3, G = 2, P =1

ATTRIBUTE SONY LG SAMSUNG

Size of Screen E E E
Stereo P E G
Brand Reputation E E P

Clarity of picture E P P
Sleep timer G G G
Colour Base E P G
Total 15 14 11
 A type of consumer
decision rule by which
positive evaluation of
a brand attribute does
Non-
compensatory not compensate for a
Decision negative evaluation of
Rules
the same brand on
some other attribute.
 A non compensatory
decision rule in which
consumers establish a
minimally acceptable
cutoff point for each
Conjunctive
Decision Rule
attribute evaluated.
Brands that fall below the
cutoff point on any one
attribute are eliminated
from further
consideration.
 COMPARISON OF SELECTED CHARATERISTICS OF MOBILE BRANDS

FEATURES NOKIA HH MOTOROLA CC LG XX

Megapixels 5 3.5 2.0
Talk Time 4.5 hrs. 5 hrs. 4 hrs.
Price 7000 6220 6500
Extensible Memory 4 GB 8 GB 16 GB
Standby Time 144 hrs. 120 hrs. 180 hrs.
QWERTY Keyboard No Yes Yes
Screen size 2.5 inches 3.5 inches 2 inches
Dual Sim Yes No Yes
Audio and Video Yes Yes Yes
Player
 Disjunctive Rule
 The consumer establishes a separate,
minimally acceptable cutoff level for each
attribute.

 Which may be higher than the one normally

established for a conjunctive rule.
At this point when an option meets or
exceeds the cutoff established for any one
attribute then it is accepted.
again…..
• A number brands or models might
exceed the cutoff point, producing a
situation in which another decision rule
is required.

• When this occurs , the consumer may

accept the first satisfactory alternative as
the final choice or apply another decision
rule i.e. perhaps more suitable.
 Lexicographic Rule

• The consumer first ranks the attributes in

terms of perceived relevance or importance.
• The consumer then compares the various
alternatives in terms of the single attribute i.e.
considered most important.