Monica_Chp4

Stages in the Consumer Decision-Making Process

Problem recognition is the first stage of when the consumer is making a decision to purchase a product or item. The consumer perceives a need and becomes motivated to solve the problem. This is caused by a difference between the consumer's ideal state and actual state. There are many sources that cause problem recognition such as when a consumer runs out of a product, when the consumer decides she doesn't like a product anymore because it is out of style, and if the consumer wants something new. Next, it goes on to information search, alternative evaluation, purchase decision, and finally postpurchase evaluation. The article that I linked goes into depth about each of these stages using the example of a consumer purchasing a new pair of tennis shoes.

http://www.professionalacademy.com/blogs-and-advice/marketing-theories---explaining-the-consumer-decision-making-process