There are four different views related to consumer decision making process and behavior (Schiffman Kanuk, 2004). It is argued that first of them is ‘economic view’ that consumers are primarily facing imperfect competition and they are always expected to make rational decision on the basis of assumptions that they are aware of all product alternatives, they can rank benefits and limitation of each alternative and are able to identify one best alternative. Second ‘Passive View’ is absolutely opposite to economic view and suggests that consumers are irrational and impulsive as they are submissive to self centered interests of marketers and got influenced by marketing tools.
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