iSeeit!: Consumer Decision$-$Making Process

Understanding the process people use to make purchasing decisions and how this process functions in different settings is one of the more interesting and useful aspects of marketing. This activity is important because understanding the consumer decision$-$making process can help marketers become more successful at meeting consumer needs.

The consumer decision$-$making process comprises five steps:

problem recognition

information search

evaluation of alternatives

purchase

postpurchase evaluation

The goal of this activity is to demonstrate how an individual implements the steps of the consumer decision$-$making process when making a purchase.

Click the $$Play button to watch the video. Then, answer the questions that follow.