Chapter 6: Consumer Decision Making

In H&M's case the typical customers, they are making the decisions of the "routine response behavior".  Which means, the consumer is frequently buying low cost items or service with little seach or decision time.  This process can be compared to the impulse buying of the customer because of the ongoing sales frequently happenin in H&M.  Determining a customers taste in products and service, its all bout the lifestyle that person lives.  Lifestyle are indvidual factors that play a role in wether a customer is purchasing a product or service.  Also involved are phsycological factors such as motivation and values.  This makes an H&M customer and his/her wallet able to feel great when walking out of the store with watever they bought.