Consumer Psychology

Consumer Psychology

THEORY 1: CONSUMER DECISION MAKING PROCESS

Theory

The consumer decision-making is influenced by a number of external and internal factors, which will involves the steps of awareness of the need, search for information, evaluation of alternatives, purchase decision and post purchase behaviour. The recognition of a problem is the first step in the purchase decision process. This is where the consumer becomes aware that he has a problem or that it lacks something. He has a need.

Application of Consumer Decision Making Process Theory for Nike's Fuel Band

The process of purchase decision of the consumer will be more ...