At this stage consumers will decide what they will purchase at this stage and if a consumer has previously received a product or service which they are happy with, then in future they are likely to repeat purchase meaning they will jump straight to this stage in the process (Solomon et al, 2010). In regard to the iPad at this stage if consumers have previously owned an iPad or a related product such as another Apple Inc product it is likely that this will make the purchase decision easier for them (Kotler et al, 2009)