CONSUMER DECISION MAKING PROCESS

A consumer's recognition of need is a function of  various input activities, (1) consumer's past experience, (2) consumer characteristics, (3) consumer motives, (4) environmental influences, (5) marketing stimuli.

1. NEED RECOGNITION: Consumer's recognize a need when there is a disparity between their current state and some desired future state. this disparity creates tension and arouses a motivation to act. 
2. CONSUMER INFORMATION PROCESSING: Once a need is recognized, consumers are more likely to search for information relevant to that need. 
3. BRAND EVALUATION: As a result of information processing, consumers use past and current information to associate brands they are aware of with their desired benefits.
4. PURCHASE DECISION: after evaluating the particular brand the customer select the the product to purchase.
5. POST PURCHASE EVALUATION: after purchasing the product consumer will evaluate  performance level of particular product.