书籍

描述

Consumer Decision Making refers to the process under which consumers go through in deciding what to purchase, including problem recognition, information searching, evaluation of alternatives, making the decision and post-purchase evaluation. Consumer decisions result from perceived problems (as for example, being thirsty) and opportunities (like, being in a market place). Consumer problems arise in specific situations and may trigger one or more levels of the consumer decision-making process. It is important to note that for most purchases consumers devote, as a matter of habit, very little effort to this process, and emotions and feelings often have as much or more influence on the outcome as compared to facts and product features.