How Consumers really Make Decisions

Tim Williams

Argues for a more realistic model of consumer decision-making. Most models of decision-making used in research are based on `expected utility theory', which assumes that the consumer follows a rational process in making a brand choice.

How Consumers Really Make Decisions

Tim Williams

Consumers are expert decisionmakers. They have to be. Every day from morning to night they make literally thousands of decisions. For marketing and market research, some of these decisions are of more interest than others. In particular, decisions about whether or not to buy a particular product or service, and on which brand to actually buy. These decisions lie at the heart of market research.

Market research exists to help our clients to build their business profitably. This involves building brand share and volume and we can help our clients do this if...

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