The consumer buying decision process :
1. Need recognition
2. Choice of involvement level
3. Identification of alternatives
4. Evaluation of alternatives
5. Decision
6. Postpurchase behavior
The factors that influence it :
1. Psychological forces :
- motivation
- perception
- learning
- personality
- attitude
2. Social and group forces :
- culture
- subculture
- social class
- reference groups
- family and households
3. Information :
- commercial sources
- social sources
4. Situational factors :
- when consumers buy
- where consumers buy
- why consumers buy
- conditions under which consumers buy
