Consumer behavior is the process individuals or groups go through to select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Consumer decision making is an ongoing processits more than what happens at the moment a consumer pays for a product. Marketers need to understand the many factors that influence each step in the consumer-behavior processinternal factors unique to each of us, situational factors at the time of purchase, and the social influences of people around us.

This chapter indicated that consumers go through a series of steps (from problem recognition to postpurchase evaluation) as they make purchases. Describe what you as a consumer would do in each of these steps when deciding to purchase a suit for an upcoming job interview.