The decision-making approach that is used by a consumer depends heavily on the _____.
A) price and quality of the products/brands considered
B) amount of involvement a consumer has with a product category or purchase and the amount of purchase risk involved with the decision
C) amount of involvement a consumer has with a product category or purchase and the amount of social influence affecting the decision
D) age and education of the consumer making the decision
E) number of family members involved in the decision process

Question

Quizplus · Accepted Answer

The level of involvement and purchase risk are important factors in determining the decision-making approach of a consumer. These factors will influence the amount of information search, alternative evaluation, and overall involvement in the decision-making process. Social influence may also play a role in some cases, but it is not the only determining factor. Price and quality, age and education, and number of family members involved may also be important to some extent, but they are not as important as the level of involvement and purchase risk.

The Decision-Making Approach That Is Used by a Consumer Depends