Book

Description

Consumer Decision Making refers to the process under which consumers go through in deciding what to purchase, including problem recognition, information searching, evaluation of alternatives, making the decision and post-purchase evaluation. Consumer decisions result from perceived problems (as for example, being thirsty) and opportunities (like, being in a market place). Consumer problems arise in specific situations and may trigger one or more levels of the consumer decision-making process. It is important to note that for most purchases consumers devote, as a matter of habit, very little effort to this process, and emotions and feelings often have as much or more influence on the outcome as compared to facts and product features.