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The decision process of the consumer

The consumer goes through stages to reach a decision.

Identification of alternatives.

The consumer identifies alternative products and brands and gather information about them.

Recognition of the need

The consumer is driven to action by a need or desire.

Evaluation of alternatives

The consumer weighs the pros and cons of alternatives identified

Decisions

Post-purchase behavior

The consumer decides to buy or not buy and makes other decisions related to the purchase

The consumer seeks to make sure that the choice he made was correct

Everyone has needs

and unsatisfied desires that create discomfort.

The amount of information that the consumer already has experiences and other sources

The evaluation may involve several criterias, with which the alternatives are compared

The reasons for preference can fluctuate from something as simple as how easy it is to get an it

Consumers try to reduce their post-purchase anxieties.