The consumer decision making process is made of of five steps: 1. recognition 2. information search 3. evaluation of alternatives 4. purchase and 5. post purchase behavior. This process usually takes place within a customer whether we recognize it or not. It can be applied to pretty much any product or service. Recognition is the process of determining whether you have a want or a need for a product. Information search is done by recalling past information in the memory. Evaluation of alternatives is the process of comparing the product to other brands such as a cheaper generic brand or a more expensive but more reliable brand. The purchase then takes place followed by the post purchase in which you decide if the purchase was smart or not along with if you are happy with the product.
Do you think you follow the consumer decision making process? What differences, if any take place when you make a purchase?
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