Consumer Behaviour: The Decision Making Process

When consumers show an interest in buying a certain product, many of them will follow a decision making process which follows the next steps: problem recognition (unsatisfied need), information search, evaluation of expected outcome, purchase, post-purchase behaviour. This process is a guideline for studying the way consumers make decisions, but it is important to remember that they can abandon the whole idea at any stage, and they do not necessarily continue with this decision making process up to a purchase.direct marketing marketing internet marketing