Consumer Purchase Process
The decision-making process consists of a series of steps which the consumer undergoes. First
of all, the decision is made to solve a problem of any kind. This may be the problem of creating
a cool atmosphere in your home.
For this, information search is carried out, to find how the cool atmosphere can be provided, e.g.by an air-conditioner or, by a water-cooler. This leads to the evaluation of alternatives and a cost benefit-analysis is made to decide which product and brand image will be
suitable, and can take care of the problem suitably and adequately, Thereafter the purchase is
made and the product is used by the consumer. The constant use of the product leads to the
satisfaction or dissatisfaction of the consumer, which leads to repeat purchases, or to the rejection of the product.