The decision-making process helps consumers making
choices and involves a multi-stage process (Peters, 1999). They type of
involvement, known as a person’s perceived relevance of the object based on
their beliefs, interests, and values (Solomon,2016), is able to influence the
process. The latter could be automatic when low involvement products are taken
into account (Essentially FMCGs) or could require more time, considering high
involvement products or services (House, Insurance policy or cars). Three type
of consumer decisions are derived from the amount of effort a consumer put into
the path: Habitual/ Routine Problem solving, Limited Problem solving and Extensive
Problem solving (Solomon, 2016) In the Ocado case, the company sells only FMCGs
,therefore, the appropriate path to follow is the Habitual Decision making as
the level of involvement is low. As shown in figure 20, the Ocado consumer will
approach the product in the problem recognition step almost automatically. The
information search stage will be mainly internal, the consumer searches in
his/her memory bank to assemble information about that specific product or will
read reviews online. The fourth stage is evaluation of alternatives: in this
step, the consumer will evaluate the alternatives base on the attributed-based
rule, that requires the knowledge of the attributes at the time the choice is
made and it involves comparison across brands or on the affect- referral
decision rule, when consumers make a product choice based on their previous
ratings of the brand considered (Solomon,2016).


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