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Consumer decision heuristicsEvaluation of alternativesDecision processConsumer behaviorHigh effort decision making
A purchase decision can be seen as a multifaceted context that raises many unanswered questions. Understanding the consumer's evaluation of alternatives is complex and should be studied at a deeper rather than wider scale. There is a problem for retailers to understand how the consumer manages a purchase decision in a retail setting with durables goods that generates a higher effort. The aim is to describe the decision rules used by the consumer and how they are expressed in this context. A better understanding of which ones they use and how they are conveyed will help retailers to create effective marketing solutions that generate positive outcomes as increased profitability and customer satisfaction. The report's findings will be based on a survey data collection and participant observations of 64 people in two IKEA stores. Our results show that the consumer initially use the Elimination by Aspects rule (EBA) and the Lexicographic rule (LEX) in its decision making process. The closer the consumer come to the final decision, it adopts the Weighted Additive rule (WADD). In the EBA and LEX rule, price is the feature that affects the decision the least. In our study, it also appears that the consumer to a greater extent relies on advice from friends and family and that it seeks information from several media channels. For a retailer, it is important to communicate to more parties than simply the final consumer as well as arrange and communicate the assortment uniformly in its different media channels. It must also adjust its communication and assortment based on what the consumer evaluates and find valuable for the specific product.