Consumer Decision Making as a branch of Consumer Behaviour in Marketing Studies

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Consumer Decision making is a process that every consumer goes through while making purchases. Consumer behaviour includes identifying their needs like deciding what to purchase; collecting information for example deciding on where to buy from; Evaluating alternatives like choosing on a brand; Making purchase decision and finally post purchase evaluation.

Identifying needs- Need Identification is driven by either internal stimuli ( basic impulse like hunger) or external stimuli ( like a friend's suggestion)

Collecting Information- Reliance is again on internal & external factors and previous expereince with a product/service. Consumer may browse through options at a physical location like nearby stores or may search online.

Evaluating alternatives- customer decides on various choices like brand, price, or even color etc.

Making Purchase- final decision may be altered by weather and emotion

Post Purchase evaluation- this step involves reflection from both seller and customer.

Hayet Jeridi answered 7 months ago

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