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Consumer strategic decision making and choice process: prefabricated house purchase
Author(s) -
Koklic Mateja Kos,
Vida Irena
Publication year - 2011
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2010.00953.x
Subject(s) - marketing , business , subconscious , process (computing) , feeling , consumer behaviour , consumer choice , decision making , advertising , psychology , computer science , social psychology , medicine , purchasing , operating system , alternative medicine , pathology
This study examines the consumer choice process in case of strategic purchases, such as house buying. In view of the existing literature exploring consumer decision making and choice for strategically important products, the purpose of this research is twofold: (a) to develop a conceptual model of strategic decision making; and (b) to empirically explore this model with regard to prefabricated house purchases. The results of our qualitative research suggest that in addition to the idiosyncratic characteristics of the customer, his or her personal situation, environmental factors, the role of feelings, experience, subconscious factors, needs, and goals should to be taken into account to better understand strategic consumer decision making and their choice process when buying a house.