This has been achieved through both secondary and primary research. The secondary analysis involved research using the textbooks and articles on health supplements and formal clothing and the application of relevant consumer behaviour concepts and theories.

This report will also thoroughly discuss, compare and report on the typical decision making processes likely to be followed by a selected target market for the purchase and use of health supplements and formal clothing.

This will involve the primary research in which 8 people will be interview with questions regarding to consumer behaviour in the purchase of health supplements and formal clothing.

The report is structured in a way to present each aspect of the decision-making processes for formal clothing, which followed, by health supplements to enable comparison to be made in each section.

Health supplements is an industry which

Lilley, R. US giant will pep up Local Vitamin Market. (1996 March 1). The National Business Review, p.32.

The purchase involvement for formal clothing is high for students; therefore students are more likely to engage in heavy amounts of external search of information.

In summary, the formal clothing purchase decision involves both compensatory and non-compensatory models depending on the stages of the evaluation. At early stages of evaluation non-compensatory rules is used but as the process moves towards making a decision to a purchase the compensatory rules become more important.

In other cases, when students have a different health problem to what they have before, they will start to search information for the cure of that new problem. Students can get information by asking their friends and families for advice or they can simply go into the store and ask the sales person for their opinions. However, students will have limited external information search before the purchase of the health supplements they need. That is because the information they need can be obtained quickly within just one visit to a pharmacy store. There is no need to compare the prices between stores because they are more likely to be the same. The consumer's perceived risk for health supplements is low; therefore consumers are not likely to engage in extensive problem solving and search as they would for products such as formal clothing.

There are certain criteria regarding the purchase of formal clothing that the students is not willing to accept at a minimum level. Style and price are two attributes that was found from the interviews. Students are not prepared to lower their expectations; therefore the compensatory model does not always apply in this situation. These two criteria are more non-compensatory rules.

Nowell, D. (No date). Why do consumer buy? Consumer Behaviour Explored. [Online]. Available: http://www.sheridanc.on.ca/~nowell/marketing/mkunit5/mk1unit5.htm.

Some common words found in the essay are:
Formal Clothing, Health Supplements, Marketing Strategy, Decision Processes, Product Failure, Clothing Purchase, Business Review, , Quester Hawkins, Hanna Wozniak, formal clothing, health supplements, information search, supplements formal, evaluative criteria, health supplements formal, purchase formal, purchase formal clothing, supplements formal clothing, external search, consumer behaviour, purchase health, purchase health supplements, social psychological, neal quester hawkins,
Approximate Word count = 6225
Approximate Pages = 25 (250 words per page double spaced)