the planned purchase behavior. A planned purchase behavior is often ref erred to the
measured, considerate amount of research and analysis that often provides a better
and more rational decision (Gutierrez, 2004). Most shoppers who engage in planned
purchase behavior make follow the rational decision making process (Towler, 2010).
According to the rational model in the decision making process, there are six steps
which a shopper would follow (Schoenfeld, 2011).
The first step in the decision making process involves identifying the problem. The
first step of identif ying the problem is considered to be the most important step since
defining a clear definition of the problem has a related effect on the performance of
the decision (Kepner and Tregoe, 2005). A proper analysis of the internal and
external environment is often necessar y when identifying the problem (Verschaffel,
2011). When the shoppers has completed to identify their problems they progress to
the second step of the decision making process which is to generate alternatives. The
second step requires the shoppers to list a number of alternatives that may solve their
problems identified in the first step. There are a number of factors which affects the
process of generating alternatives which includes the level of importance of the
decision, value of added information, cost of the searching process and number of
people influenced by the outcome (Zapounidis, 2011).
After the alternatives have been generated in second step, each alternative would be
reviewed in the third step. While evaluating on the alternatives, shoppers are
presented with three questions. The first part questions the feasibility of the
alternative. The second part questions the level of satisfaction of the alternative. The
third part questions the level of impact the alternative would have to th
shopper
(Grant, 2011). Once shoppers complete in answering the three questions they are
able to move to the fourth step which is to choose the best alternative. In this fourth
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