Consumer Purchase Decision Process within the Framework of Choice Set Theory

In this study, choice set theory which was issued in several international studies, however, has not been addressed in Turkish literature conceptually, is tried to be evaluated. Choice set theory, which have been evaluated and developed since 1960s, has a strategic importance for understanding the consumers' purchase decision process and survival of businesses in today's competitive conditions. Choice set theory and related concepts have influence on judgments and choices of consumers. In general terms, choice set theory focuses on consideration set formation and based on memory-based situations. This study investigates the evolution of consideration set formation in the current literature within the context of decision rules, in terms of consideration set size and content.