Consumer Choice in Case of Heterogeneous Alternatives
Consumer Choice in Case of Heterogeneous Alternatives

Summary/Abstract: Consumer decision processes vary depending on the existence of heterogeneous alternatives which are not directly comparable on concrete attributes. In this case two generic types of decision processes are suggested, called the “category centered” and the “representative focused choice”. These two decision types, which are not mentioned in literature up to date, are confi rmed based on an empirical investigation on the topic “Short break in Germany”. The analysis of individual-related aspects shows considerable diff erences between individuals representing one of the two generic decision processes. If it is possible to group consumers to the two generic types prior to a buying decision such information on the choice process can be eff ectively used to promote the suppliers off ers

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