Evaluation of Alternatives

We have seen how the consumer utilized information to arrive at a set of last brand choices. How does the consumer select among the alternative brands? The marketer have to know about alternatives  evaluation-that  is,  how  consumer  procedure  information  to  arrive  at  brand selection. Unluckily, consumers do not utilized a simple and single evaluation process in all buying situations. Rather, several evaluation processes are at work.

The consumer arrives at attitudes toward different type of brands through some evaluation process. How consumers go regarding evaluating purchase alternatives based on the individual consumer and the individual buying situation. In some type of cases, consumers use alert calculations and logical thinking. At other times, the similar consumers do little or no evaluating; rather they buy on impulse and rely on intuition. Sometimes consumers make buying decision by their own; sometimes they turn towards friends, consumer guides, or salespeople for buying advice.

Marketers should study buyers to discover how they in fact evaluate brand alternatives. If they know what evaluative procedure go on, marketers can take steps to affect the buyer's decision.