CONSUMER DECISION MAKING PROCESS

The buyer decision process represents a number of stages that the purchaser will go through before actually making the final purchase decision. The consumer buyer decision process and the business buyer decision process are similar to each other. Obviously core to this process is the fact that the purchase is generally of value in monetary terms and that the consumer/business will take time to actually assess alternatives. For FMCG the purchase decision process tends to be shorter/quicker, and for habitual purchase behaviour or repeat purchases the decision process does not take much time.

Common examples include shopping and deciding what to eat. Decision-making is a psychological phenomenon.This means that although a decision can not be "seen", we can infer from observable behaviour that a decision has been made. It is based on observable actions.

                       

The buyer decision making process is a complex one. A buyer's preference can be influenced by the reviews of friends, colleagues, family as well as social class. It is very unpredictable.