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Purchase Decisions
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There are five steps that a consumer goes through when making a purchasing decision:
Problem Recognition: Consumers must recognize a need, desire, or problem.
Information Search: Consumers gather information about alternative solutions.
Evaluation of Services: Consumer evaluates the various alternatives to determine which is best.
Purchase: If a suitable alternative is available, consumer makes a purchase.
Post-Purchase Evaluation: Consumer judges the satisfaction or dissatisfaction with the purchase.
Click here to view a video on the consumer decision making process.
By understanding what motivates and influences customer purchases, businesses can provide the products and services at the right place and the right time.