CONSUMER

DECISION MAKING
PROCESS
 The consumer decision making process is the series of steps that
individual go through while making a purchase.
 It typically involves 5 stages-
 1-NEED RECOGNITION
 2-INFORMATION SEARCH
 3-EVALUATION OF ALTERNATIVES
 4-PURCHASE DECISION
 5-POST-PURCASE BEHAVIOUR/EXPERIENCES
1-NEED RECOGNITION-

 The first step in consumer decision making process is need

recognition.
 In this stage the consumer Recognizes the need for a service or
product.
 A purchase cannot take place without the recognition of the need.
 The need may have been triggered by internal stimuli such as
hunger or thirst or external stimuli such as advertising.
2-INFORMATION SEARCH-

 Once the need is recognized, the consumers Gathers information.

 In this stage the consumers will search for all the option available
in the market.
3-EVALUATION OF ALTERNATIVES

 After gathering information, the consumer will evaluate different

options based on criteria such as price, quality , features.
 In this stage they will now compare the product with available
alternatives.
4-PURCHASE DECISION

 Once the consumer has evaluated the alternatives,

the consumer makes the purchase decision
5-POST PURCHASE BEHAVIOUR-

 The post purchase behavior is the satisfaction or dissatisfaction

experienced by the consumer after making the purchase decision.