Every time a person is confronted with the opportunity or responsibility to purchase
services or goods,five steps including problem recognition, information search, evaluation of
alternatives, purchase and post purchase evaluation are involved. Options, even in the simple
realm of personal hygiene each play in integral part of a consumer’s buying behavior. Toothpaste
for example causes the buyer to become involved in critical analysis, determining whether the
purchase will involve routinized, limited, or extended problem solving.