c






 

As consumers of myriad products we make decisions every moment, at times

without realizing that we have actually taken one. Everyday people make consumer
decisions on what cuisine to devour on a particular day, where to spend money on the
next holiday vacation or simply how much in groceries do you need to buy for this week.
Thus consumer decision making process can be defined as the manner in which a buyer
identifies or recognizes his requirements, gathers the necessary information related to his
needs, assesses the alternatives, purchases the products and finally makes an evaluation
of the same.

The above definition encompasses certain stages in the whole process of a

consumer decision making. According to the traditional consumer decision making
model, there are five stages which consumers undergo while taking decisions. The first
stage of this process comprises Problem Recognition in which the consumer identifies his
problem or needs. For instance, suppose you feel that none of your dresses look good
enough to wear to a wedding and you feel strongly you need to get a brand new dress.
The next step of the consumer decision making process will thus automatically be
Information Search. In this case, you may want to make a list of the brands you are
interested in or consult your friends for where you can find that right dress.

The third stage of the consumer decision making process consists in evaluating the
various alternatives or their brands. Here the consumer assesses the attributes of the
individual products to see which one will be closest to his/her requirements. The fourth
stage entails decision implementation where there are two things to consider namely what
product or which brand to purchase and from which outlet to purchase from. This is the
most crucial step as this is the juncture where the actual decision making takes place. The
last phase of the process consists in post-purchase evaluation whereby the buyer often
thinks over his decision as to whether it was the right choice, especially when it is an
expensive product.

 







As a leader, your first and foremost focus should be on taking apt decisions at
various junctures of your professional career. Whether you choose to execute a
democratic decision making style or adopt an autocratic one, depends on your personality
as a leader and also on the specific situation that requires decision making. Though you
might prefer adopting the democratic approach by involving all the members of your
team, at times circumstances may demand taking up the autocratic decision making style
on your part.
 Autocratic decision making refers to the style in which the leader assumes total
control over the problems and decisions, without consulting his team members. In such a
style, the employer shoulders the whole encumbrance of the decisions and their
consequences and banks on his own experience and acumen for taking the same. The
autocratic style obviously has its own set of advantages and disadvantages. For instance,
the advantages include quick decision making, avoiding delay and the complete liability
of the leader. Autocratic style proves efficacious in emergency situations as the leader
takes command of the situation and there are no scopes for discrepancies in opinions.

The major disadvantage of the autocratic style consists mostly in the apathy on the
part of the employees who do not feel motivated enough to carry out the orders of the
employer as they are not shouldering any responsibility. Also if the outcome of the
decision does not prove favorable or positive, they might harbor a grudge against their
leader and might feel that they could have taken a better step. In such cases, the leader
tends to lose his integrity in the eyes of his employers.

However, there are certain variations to the above style such as the Autocratic
Decision Making with Group Information Input and Group Decision Making with
Feedback. In the former, the leader takes the control of the problem, but involves the
group to extract data about the cause of the problem and goes on to suggest a solution. In
the second variation, the leader, after diagnosing the problem and making the decisions,
puts forth his views in front of the other members for review and assessment.

4






 

Decision making is vital to any kind of business. However, the process is

complicated and involves several factors. An extremely important part of making a good
decision is to receive, evaluate and process information. The ability to distinguish
between right and wrong and accepting the responsibility of the consequences of a wrong
decision is also important in expanding business. There exist different types of business
decisions and various techniques that aid in the process of making them.

The techniques help in reducing the subjectivity of the matter thereby enhancing the
accuracy of a sound decision. The effectiveness of a business increases by promoting
cooperation. Creativity and risk taking ability are important factors influencing the
selection of the right course of action. If team members and managers always play it safe,
then the prospective of the business gets hampered. Decision making is an integral part of
running a company, where each and every department must contribute in its own way.

The different types of business decisions include strategic, programmed, non-

programmed, tactical, and operational decisions. The process of decision making
involves steps such as identification of the objectives, collection of information and ideas,
analysis of the information, making the right choice pertaining to the course of action,
announcement of the course, commencement of the action and finally evaluation of the
result.

The company may also apply the 80/20 principle in the process. This principle
elaborates on using the time and information efficiently to derive positive outcome. It
emphasizes that the company should choose the option which will produce 80% of output
from only 20% input. It also stresses that within the first 20% of available time period,
80% of the information must be collected and assessed.

Another method that can be applied to the process is known as Six Thinking Hats.
This is an analysis tool formulated by Edward de Bono which aids in assessing
particularly innovative ideas. This promotes parallel thinking in participants and
eliminates adversarial proposals. Each participant is required to wear white, yellow, red,
black, blue and green hats at the same time and think in a particular manner. It
encourages full spectrum thinking and abolishes ego problems. Hence, many industrial
tycoons employ this tool in the business decision making process.

c 




 

Decision making, becoming a more and more important and crucial aspect at every
step of the functioning of an organization, it is imperative that such critical issues are
handled deftly by the managers with alacrity and ease. Hence the advent of the Decision
Support System in the world of technology, to help in managerial decision making,
especially with unstructured information. Decision Support System, as the very name
suggests, constituting myriad components, embraces certain computer-based information
systems which support managers at all stages of an organization to take various
significant decisions at the micro and macro levels.

The Decision Support System comprises four major components, namely the user
interface, the database management systems or DBMS, models and analytical tools
constituting a model based management systems or MBMS and lastly the DSS
architecture and network. Sprague also refers to dialog generation and management
software which manages the interface between the user and the system. These four
components of the Decision Support System are extremely significant both individually
and collectively in taking strategic, technical and operational decisions of an
organization.

Among the components, the database management system or DBMS controls the
information gathered from both the internal and external sources of the company. The
model based management system components, on the other hand, is concerned with in-
depth analysis of sophisticated data and their proper interpretation. It provides various
models for the purpose of assessing and interpreting that will help in forming decisions.
 The Dialog Generation components of various DSS support the interface and its
requirements and also satiate the thirst of the user by apt knowledge representation.
Lastly, the User Interface components of Decision Support Systems present the user with
tools to manage the various data and their models, thus presenting a coherent system and
also providing immediate feedback.

Another classification of the components of the Decision Support System has been
in vogue which is in the form of Inputs consisting of factors, numbers, and characteristics
that needs analysis; User Knowledge and Expertise that are the inputs which the user
needs to analyze manually; Outputs or the ultimate information based on which the DSS
decisions will be formatted; and Results that is the final decisions taken with the help of
the DSS based on the requirements of the user.

c





 

As consumers of myriad products we make decisions every moment, at times

without realizing that we have actually taken one. Everyday people make consumer
decisions on what cuisine to devour on a particular day, where to spend money on the
next holiday vacation or simply how much in groceries do you need to buy for this week.
Thus consumer decision making process can be defined as the manner in which a buyer
identifies or recognizes his requirements, gathers the necessary information related to his
needs, assesses the alternatives, purchases the products and finally makes an evaluation
of the same.

The above definition encompasses certain stages in the whole process of a

consumer decision making. According to the traditional consumer decision making
model, there are five stages which consumers undergo while taking decisions. The first
stage of this process comprises Problem Recognition in which the consumer identifies his
problem or needs. For instance, suppose you feel that none of your dresses look good
enough to wear to a wedding and you feel strongly you need to get a brand new dress.
The next step of the consumer decision making process will thus automatically be
Information Search. In this case, you may want to make a list of the brands you are
interested in or consult your friends for where you can find that right dress.

The third stage of the consumer decision making process consists in evaluating the
various alternatives or their brands. Here the consumer assesses the attributes of the
individual products to see which one will be closest to his/her requirements. The fourth
stage entails decision implementation where there are two things to consider namely what
product or which brand to purchase and from which outlet to purchase from. This is the
most crucial step as this is the juncture where the actual decision making takes place. The
last phase of the process consists in post-purchase evaluation whereby the buyer often
thinks over his decision as to whether it was the right choice, especially when it is an
expensive product.





 



Making the right decisions at the right time is extremely crucial at all management
levels for the smooth functioning of an organization. Proper decision making, whether at
the strategic, tactical or operational stages, is essential for the improvement of the
company¶s profits and to achieve its goals. Thus a lot depends on the skill, adroitness, wit
and analytical deftness of the managers of an organization. There are various models for
decision making management such as business ideas, managing teams, strategic planning
decision making, thinking techniques for various problems, business communication, and
advertising strategy.

The major part of the decision making process for management lies in problem
solving and continuous reassessment of the decisions taken. As a manager, you can go
through the following steps which can aid you in making a quicker and intelligent a
decision. As with any other decisions, the first step to managerial decision making is to
identify and define the problem which needs attention. You can involve your team
members in the same and ask yourself and the others questions like where and how the
problem is occurring, when and with whom is it taking place. If a number of problems
crop up simultaneously, prioritize which of them needs immediate attention and then go
on to make a list of things that should be ideally happening and the obstacles leading to
them. It is also important to judge your role in the whole process of decision making.

The next stage in the decision making procedure for management entails in carrying
out an in-depth analysis of the potential causes that led to the situation. It is always
beneficial to consult your team members or someone who you think can act as an expert
guide. Once you have identified the reasons that are causing the problems for the
management, check out the plausible options and alternatives for the solution of the
same. Collect as much data and ideas as you can as this can help you in opening up a
wide array of solutions. The following step in decision making for management is in
selecting a particular approach as a solution to the problem. Plan the ways to make the
decisions work and execute them at the management level and finally review and monitor
your decisions.

 
 








With the changing outlook of the society towards women and her role in various
activities both inside and outside the family system, the traditional, male chauvinistic role
of the father as one to possess the best decision making ability in the family has also
undergone drastic transformation. Women, in most part of the world today are no longer
compelled to be under the garb of veils and are coming out in the open, shouldering
responsibilities in various kinds of decision making and standing at par with men at every
tread.
 This attitude was a thought completely undreamt of four or five decades back when
the men of the family were the sole bread earners and the only person involved in the role
of any sort of decision making. The women, on the other hand, were meant to bear the
encumbrance of childbirth and rearing and bringing up children along with the
responsibility of looking after the home front and the myriad needs of the husband.
Education has contributed to a great extent in opening up wide spheres of knowledge
both for men and women, whereby people's superstitions regarding the women as the
weaker sex has encountered a considerable change. Women are no longer confined to the
four walls of the house and take active role in the family decision making, whether it is
finances, or earning money, running the household or making decision about the future of
her children.

Studies have revealed an increasing number of cases where the role of women in the
family decision making is primary or at least shared equally with the men. Their role in
controlling family finances and making decision as to where the various expenses should
be incurred has come to the forefront with researches depicting 37 per cent men dealing
with the same individually, 28 per cent with their wives and 30 per cent solely controlled
by women.

Another direction to the role of women in the family decision making process has
been lent by the role of parenting children. Unlike days of yore, when rearing up children
was the duty of the mother, as the male members were busy outside, today, with women
taking active part in the professional genre, fathers are taking equal interest in the family
and molding their child's life.








Decision Making can be classified under a plethora of types depending upon the
kind of decisions taken, the impact of such decisions on the individual, the styles of
decision making and the situation in which the decisions are being made. Based on the
nature of the decisions, decision making may be of the following 7 types namely
Irreversible, Reversible, Delayed, Quick Decisions, Experimental, Trial and Error, and
Conditional.

The Irreversible decision making type is the one which once made cannot be
undone and its consequences will be permanent for a long time to come. Reversible
decisions, on the other hand, are transcendental and temporary and can be changed if one
wishes to. The third of the 7 types is the Delayed ones; those decisions that need deeper
thinking and consideration and can be put on hold for some time. Quick decisions are
immediate types which have to be taken at the spur of the moment because of matters of
urgency.
 The fourth one of the varied decision making types is the Experimental one where
the final decisions cannot be taken immediately unless the preliminary consequences are
known and the choice is made in an experimental pattern. The Trial and Error types are
very similar to the experimental type where the individual goes on taking decisions till
the time their consequences prove successful and positive. The Conditional decisions are
taken recourse to till the time the person or the manager in an organization sees that it
reaps benefits, but changes it as soon as his competitor goes on to take up a new path.

Decision making by leaders can also be of various types. Authoritative decision

making is said to be in execution when the leader assumes the sole responsibility of the
decisions and their consequences, without consulting others. In Facilitative one, both the
leader and his group members work together towards a decision. The Consultative type is
taken when the leader holds the power to make decisions, but does so in consultation with
his members. Lastly, the Delegative type comprises in the leader endowing the
responsibility of taking decisions on one or more of his subordinates.







 

Decision making is an art in itself and can often pose to be a tough job. The process
of decision making however, can be made less cumbersome by following the six steps
which involves certain cognitive procedures such as thinking, evaluation, memory,
perception etc.

O? 

  Defining the problem and the objectives of the decisions
that you are about to take and then proceed towards the next pedestal is the first
step.
O? ! 

! Gather and develop the myriad alternatives to the problem,
taking into account the plausible and even the impossible options.
O? j!

! Evaluating each of the alternatives in details is necessary.
An in-depth analysis of the pros and cons of every single alternative is necessary
as through this you can exclude the options that you may deem unimportant.
O? 




After a thorough assessment of all the available options, you
are now in a position to make a choice, often assimilating more than one
alternative together to arrive at better decisions.
O? 




You as well as the others involved in the process get
enlightened about the ramifications of the decision making.
O? 
"

 Auditing and keeping track of the outcome and its progress is
extremely essential on a regular basis, as it will tell you whether your six steps of
the process has yielded any success.

The six steps decision making process proves quite helpful in solving problems in
organizations and in any type of decision making. However, in situations which need
immediate response, this may act as a barrier to taking decisions quickly and may delay
the process.








Decision making involves a complex process and quite a few styles are followed
while making it. Some decision making styles are quite accurately behavioral while
others are derived from various models that are followed. Some of the most popular
styles of decision making include conceptual style, analytical, impulsive, fatalistic,
proactive, flexible, behavioral, dependant and normative styles. Others are also followed
while making a decision which include compliance, escape, agony, play it safe,
procrastination, intuitive, rational, avoidant and spontaneous.

Among these styles, the fatalistic one is an extreme example. This usually means
that the decision maker has resigned to fate and believes that he cannot change whatever
is happening. The rational and analytical styles are largely dependant on various models
of decision making. The impulsive style of arriving at a conclusion does not take into
account the consequences. The individual normally follows his first reaction. Agony can
also be a tool of deciding a matter at hand. It is an extremely powerful emotion which can
force an individual into jumping to a conclusion.

When one deliberately chooses a false alternative to avoid being involved in the
entire process, he is guided by the emotion to escape. Compliance is basically deciding
on going with someone else¶s judgment. Procrastination and play it safe methods are
loosely related. Play it safe involves an evaluation of the alternatives available and
choosing the one with least risk involvement. The Vroom-Jago model throws light on the
dependant type. This model explains the situations when one must follow the dependant
approach.

Someone taking the flexible approach can move freely between all the other styles.
This method is mostly based on the circumstances that an individual is in. The normative
approach preoccupies in how the verdict must be arrived at. The famous behaviorist
Isabel Briggs Myers propounded a theory that the decision making process is dependant
on the cognitive style of human being to a large extent. This personality indicator is based
on four dichotomies including extroversion/introversion, thinking/feeling,
sensing/intuition and judgment/perception. According to her, the other styles are
determined by how people are scoring on these grounds. For instance, if an individual
scores more on thinking, extroversion, judgment and sensing, he is more logical and
empirical in decision making.

# 




j

 As a leader of your group, you have a lot of responsibilities to execute and one of
these is to build up a good team spirit so as to extract proper decision making abilities
from each of your group members. In order to do so, it is imperative that you conduct
group decision making exercises in the form of role playing and situational games,
whereby each of your team members should have the opportunity to participate in groups
and thus be motivated to work together as a team.

There are a lot of games and role plays that you can choose as group decision
making exercises. Generally they are in the form of survival strategies or problematic
situations, wherein each group has to come up with inputs from each of its members. One
of such group decision making exercises is the Lost At Sea. It aims at building the belief
that in such survival situations, a consensus arrived at by considering team decisions
rather than that of an individual person helps in better decision making. Here, the whole
group may be divided into smaller subgroups consisting of 5 to 12 persons and each
person should be given two copies of individual worksheet and each subgroup one copy
of Lost At Sea group worksheet. The end product of this game, apart from the various
decision making exercises, will be to see who are the most influential persons in each
subgroup and how each of them have carried out their leadership duties.

A number of survival items are to be mentioned in each of the worksheet given in

the exercises and the leader of each subgroup is to see to the fact that all the members
arrive at a general consensus as to the hierarchical order in which the items are important.
Other such team decision making exercises include Wilderness Survival, Prisoners
Dilemma, Plane Crashing Survival Equipments and simple situational problem solving
exercises.

Consumer Behavior ± The Adult Consumer¶s Decision-Making Process

Consumer Behavior ± The Adult Consumer¶s Decision-Making Process

Consumer behavior is when people look for products to purchase, use and to evaluate
before they buy or dispose of products and services in which they expect will satisfy their
wants and needs. Add to this, there are two different types of consumers, the ones that
buy for themselves, for gifts or for their house. Next, they purchase for their
organizational needs including businesses for profit or non-profit, schools, hospitals, etc.
(Schiffman & Kanuk, 2007). Further, this report will give more detail on the adult
consumer¶s decision-making process.
First, others can have an influence on the consumer¶s decision-making process such as
friends, relatives and there are occurrences that influence the consumers¶ acceptance.
Next, word-of-mouth by the opinion leader is the first person that influences the second
person by giving their opinion on a product. Further the receiver is the person that accepts
the knowledge from the opinion leader. People that look for new products and seek out
information are called the opinion seekers (Schiffman & Kanuk, 2007).

Next, that 68% of Americans use the internet for work or their personal use (Schiffman &
Kanuk, 2007). However, surveys show Americans (adult decision makers) are texting
less due to the high cost of texting. As a consequence, an internet poll of 507 consumers
by WPP Group-owned Lightspeed Research for Advertising Age found 80% no longer
buy texting with their phones to curtail costs in today¶s economy (Creamer, 2008).

Further, in this recession consumers are watching less television, text less and use the
internet less due to added costs beyond the plans that are basic. The OMD study tested
consumer feelings in regards to advertising and there needs to be more advertising that is
geared towards products and ways that are savings costs for the consumer (Creamer,
2008). Hence, the adult decision-makers will then look at the advertisements as highly
credible sources of information (Schiffman & Kanuk, 2007). For example, GE is
advertising that their washing machines are gentle on their clothes and the consumer¶s
garments are safe, in order to make up for the higher cost for the quality machines (Helm
& Kiley, 2008). In other words, there is good news for the indecision adult for less-
expensive luxuries, because advertisers will be focusing on selling products that make
them feel good about their purchases (Creamer, 2008).

Add to this, the opinion leaders can give both advice and the proper information when
they tell the adult decision-maker they can purchase a product that has higher quality for
example saving their clothes and having them last longer in the newest washing machines
(Helm & Kiley, 2008). The opinion leaders will again focus on the quality and product
category and the decision-maker (the receiver) seeks their advice (Schiffman & Kanuk,
2007).
By comparison, the receiver (the seeker) may end up with post-purchase if he perceives
the advertisement a different way or perceives the information from the leader in the
wrong way. Therefore, we much examine the motivation so that there is good judgment
in choosing the product. The opinion leader good be the person at the store at GE
convinced that the product is the best quality, and he will try to convince the opinion
receivers. The opinion receiver may end up being a friend and that friend through word-
of-mouth will tell the opinion seeker (Schiffman & Kanuk, 2007).

Conceivably, there could be a mechanism of fear in regards to emotion from an

evolutionary perspective which comes from the front of the brain. Furthermore, this is the
part of the brain that the adult makes rational decision-making. At present consumers are
suffering from post-traumatic stress disorders, because of the highest point on adult
uncertainty in this shaky economy (Herper & Woolley, 2008). In fact, people do not like
to take risks and if decisions are difficult they will go to the opinion seeker to get advice
from the opinion leader (Schiffman & Kanuk, 2007).

Still further, the surrogate buyer will make decisions in the purchase in influencing the
buyer, because more people for example need help is purchasing parts for their cars,
newest designer clothes, what type of kitchen gadgets to buy, etc. There are four different
types of measures in opinion leadership. In the socio metric method the communication is
informal and geared towards certain individuals that gave the consumer the advice. Next,
is the objective method which in interpersonal in which information was obtained from
the internet or research sources. Third, is the self-designating method is when others were
given the information by the respondent. This in turn influenced their decision-making
process. Fourth is the key informant that analysis the information carefully in
socialization and opinion leaders are chosen, which would be the ones that give the most
influence (Schiffman & Kanuk, 2007).

There were two graduate students from the Massachusetts Institute of Technology that
came to the conclusion in their research that the traditional rational model of adult
decision-making has no explanation why bad things happen in the short run, because
adult consumer decision-makers get tempted to make decisions that are harmful to their
health (smoke, eat too much). Hence, to giving long-term consequences. These
gentlemen came up with a website encouraging adult decision-makers to sign a contract
that they will either give up smoking or lose weight. Furthermore, they breach the
contract they will have to pay a fine and it goes to charity (Karlan, 2008).

In fact, marketers have to look at the construct of interest, innovativeness and market
maven-ism of adult decision-makers. For example, consumers that are concerned about
the information and knowledge, are opinion leaders, are involved with the new products,
heavy users of shopping lists (promotional interest consumers). Still further, consumers
involved specifically in the brand, fashion conscious or more concerned about the value
of the product (Schiffman & Kanuk, 2007).

Furthermore, when an adult consumer decision maker consumes a new product they are
in the consumption process. First, they want to solve the problem so they start by doing
information research. They want to evaluate various brands in their favorite brand
category and make a preferred decision based on their perceptions or how they perceive
the product will help them. Still further, they evaluate the brand in regards to their usual
brand, standard quantity, or usual store, in-home, internet, phone catalog, or paying with
cash or credit card (Schiffman & Kanuk, 2007).

Add to this, there are four ways that an adult decision maker can view in making
decisions. First, an economic views by making decisions that are rational and using the
right side of the brain. Further, by evaluating all alternatives and putting them in proper
order and is usually based on their knowledge. Next, is the passive view in which the
adult decision maker with look at themselves and usually they think about what they want
rather then what they need. Therefore, they may end up buying impulsively or
irrationally. Third, the cognitive view which is the best view because the adult consumer
buys the products because they need them and it is a product or service that adheres to
their needs. Finally, is the emotional view that marketers really like to focus on because it
has nothing to do with the passive or economic view, and the adult decision maker will
buy on emotion rather than on need. For example, the adult consumer sees a model on
television wearing the newest fashions and they look beautiful, then the adult consumer
decision maker will want to look like that person. They then have an emotional attraction
to the product. Add to this, some emotional decision making can also be rational. For
example, a person can treat themselves to a pedicure because it is needed and it is also to
pamper oneself because they deserve it (Schiffman & Kanuk, 2007).

In other words, the process is how the consumers make the decision and it is based on
need recognition or pre-purchase search to search for the product to satisfy the need.
Further, the internet provides heavily in this area. Then there are the specific brands that
attract to the adult consumer decision maker which is the product, their past experiences
can have influence. Additionally, they may want it to buy as a gift socially, and it has to
do with their personality, age, income, occupation and value-related considerations
(ecological, conflicting, desires, discretion, etc.). Further, there are different attributes in
choosing product brands. For example, price, color, size of a TV (Schiffman & Kanuk,
2007).

Moreover, the adult consumer decision-maker besides comparison characteristic

shopping will have certain rules to go by before making decisions. There¶s compensatory
rule in comparing the product and non-compensatory rules, that¶s evaluating the product
or service and putting a positive score on the brand or non-compensatory is having a
negative evaluation of the brand. Further, the conjunctive decision rule is partially
acceptable to the brand. Add to this, the disjunctive rule exceed the meets the expectation
of the brand and lexicographic decision rule having to do with the brand importance. In
the end, when the adult consumer decision-maker selects the brand it¶s called the affect
referral decision rule. To this end, a person can decide on the service or product or they
can avoid the product or service. They could have time constraints in which they may
make hasty decision-making or maybe they did not get the right information to compare
with the alternatives. Also, the marketing strategies can make a difference in their
decision-making. There¶s trial purchase for example trying a new software program for
thirty days on line. Then, repeat purchases is when the adult consumer decision-maker to
back to the store to get a product they have bought before because of its value to them
(Schiffman & Kanuk, 2007).
Finally, long-term commitment in which they have bought the product or service and it
provided for their needs or solved their problem so they keep going back. In addition if a
person has post-purchase cognitive dissonance it means they have purchased a product
and then changed their mind about it after the purchase. It depends on the purpose and
their past experiences that can have an effect on this pos-purchase cognitive dissonance.
They may buy as a gift or again for themselves to treat themselves with something they
really want sometimes more so than the need (Schiffman & Kanuk, 2007).

In fact, another example of consumer behavior is when a consumer fast forwards the
channels to skip the commercials. Cox Communications and Verizon¶s Fios, is working
on disabling their fast-forwarding for the ads in order to be ad-skip-free. Hence, to giving
media advertisers a way to reach the consumer without being shut out (Learmouth, 2008).

In conclusion, the consumption process in when the choice to purchase something is the
input and establishing consumption set. Then the style of consuming based on the
consumer¶s perspective and experiences which depends on their moods, emotions, etc. To
this end it is very important that marketers learn to use relationship marketing in their
marketing techniques. The adult consumer decision-makers will end up having trust and
loyalty to the brand because they will have felt less insecure in purchasing the product or
service.