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CHAPTER II
THEORETICAL FOUNDATION
2.1 Customer Choice
Since the process of consumer decision making is very complex due to its product,
market situations, sales personnel, promotion
and other attitude objects; there are three
components
of
customer’s
choice
according to
Hawkins,Motherbaugh,Best
(2005):
Affective,
Cognitive
and
Behavioral
based
choice.
The
outcome
of
these
component
leads to customer’s perceived quality towards the product. It can be seen
through
figure
2.1 at the below.
Figure 2.1 The Three Components of Customer Choice
Source:
Hawkins,Mothersbaugh,Best(2005).Consumer
Behavior
10th
edition.(p.397).United
State:Mc
Graw Hill.
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