CH. 9: Judgment and Decision-MakingBased on Low Consumer Effort

Costco does an amazing job with visual aspects as they know how to affect consumers’ feelings, behaviors, thoughts, and actions. There are several sample stations located inside of Costco. Customers are able to pinpoint them when they see that there are several individuals standing near the sample stations. They tend to go towards the group of people to see what the hype is all about. Once the customer tries the sample or samples out they tend to do an impulse purchase especially if it is a familiar brand like Kirkland. This develops a habit for consumers by repeatedly making purchases based on Costco samples. This makes their life simpler and more manageable because customers then believe that the samples are both top tier and tasty.  

                                                

Consumers believe that Kirkland is a top-quality brand due to their great prices and quality standards. Consumers often see the Kirkland logo and do not have to think twice about getting the product as they know that Kirkland is a familiar brand they trust. Consumers buy the same brand repeatedly as they have a strong preference for it. Individuals remain loyal to one brand as it causes consumers to do more research on another brand in which in many cases they don’t have time to do so. They stick to a brand that they know and love.