Consumer decision-making

A different perspective?

Consumer decision-making models within the
discipline of consumer science: a critical approach
Source:
http://www.up.ac.za/saafecs/vol29/erasmus.pdf


"Consumer behaviour1 and consumer decision-making2
have become prominent research topics in the various
fields of consumer science in recent years. Consumer
science includes the former discipline of home economics
and refers to a discipline that evolves around
consumer behaviour and decision making concerning
foods and nutrition, clothing and textiles, housing and
interior merchandise in everyday living in order to
meet basic and higher order needs for physical, psychological,
socio-psychological and financial satisfaction
in a complex micro and macro environment. Of
specific importance is that buying and consumer decision-
making are complicated as a result of external
influences that have to be handled within an internal
frame of reference that has come about through consumer
socialization (that may be/have been restricted).
Consumer behaviour within the discipline of
consumer science focuses on consumption behaviour3
where the humane aspect of decision making
and purchasing is of major importance as opposed to
buyer behaviour - the domain of the marketing and
business professionals who wish to understand buyer
behaviour (Schiffman & Kanuk, 2000:5)."

Read more at:
http://www.up.ac.za/saafecs/vol29/erasmus.pdf


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