This activity is important because consumers pass through various stages as they make choices about which products and services to purchase. Collectively, these stages are known as the purchase decision process.

Behind the visible act of making a purchase lies an important decision process and consumer experience that must be understood for effective marketing. The length of the purchase decision process and time spent in the process will vary by consumer type and product purchased. Marketers study the purchase decision process to help them market their products more effectively.

This activity is important because marketing managers need to understand how and why consumers behave the way they do to market them effectively. Marketers rely on psychological concepts like motivation, personality, perception, learning, values, beliefs, attitudes, and lifestyles to analyze consumer behavior and guide marketing efforts.