“The consumer decision making process is the process by which individuals select from several choices, products, brands or ideas. The decision process may involve complex cognitive or mental activity, a simple learned response, or a uninvolved and uninformed choice that may even appear to be stochastic or probabilistic” (Solomon, Michael R, 2011). Research suggests the customers must go through a five-stage decision-making process in any purchase. They are problem recognition, information search, evaluation of alternatives, product choice, postpurchase evaluation.(Hitesh B,2010)
This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buy the process rather than just the purchase decision. The model means customers pass through all stages in every purchase. However, the regular purchases, customers often skip or reverse some of the stages.(Sree R, 2010)
For example, a worker buying a favorite pork roll would recognize the need (hunger) and go right to the purchase decision, skipping information search and evaluation. However, the model is very useful when it comes to understanding any purchase that requires some thought and deliberation.
The buying process starts with problem recognition. At this stage, the buyer recognizes a problem or need (e.g. I am hungry, we need to relaxing, I am tired ...etc) or to solve a problem, which may be small or large, simple or complex. (E.g. you pass KFC store and you are attracted by the aroma of chicken and hamburger).
And then the process of information search begins. A customer can find information from lots of sources like personal sources (from your friends, your family, your relatives), commercial sources (advertising; salespeople) or public sources (newspapers, radio, television, consumer organizations; magazines).
In the evaluation of alternative stage, the customer