Consumer Decision Making

Introduction

Purchase decision behavior is a five step process consumer pass through when making a selection on which services or goods to buy. Richard, Sandhusen author of the book “Marketing” defined Consumer behavior as individual, group, and organizational decisions as well as activities affected by intra and interpersonal variables that are involved in evaluating, acquiring, using and disposing of products, services, experiences, or ideas and the impact these processes have on consumer and society (Sandhusen, p. 559-561). I recently went to buy a laptop, to replace my out dated laptop. For this, I had to go through a lengthy decision ...