The buying process is triggered when the consumer recognizes an unsatisfied need.

Once the customer identifies a need, they typically seek information about retailers, channels, or products to

help them satisfy that need.

The customer compares a retailer, product, or channel as a collection of attributes or characteristics.

Based on the customer's information search and evaluation of alternatives, they select the product, retailer, or

channel that will best satisfy their needs.

The customer purchases the product or service.

After making a purchase, the customer uses the product and then evaluates the experience to determine

whether it was satisfactory or unsatisfactory.