This article is the first in a series of articles about the factors and variables that influence the behavior of consumers.

The consumer is a complex individual. His purchase behavior varies greatly depending on internal and external stimuli to which he is subject. For brands, the understanding of this behavior is a major challenge in order to meet the expectations of consumers, trying to convince them to buy their products and thus, increase their sales.

Why a consumer chooses one product instead of another? What led him to prefer one brand instead of another? What are the factors that influence his choices and purchases?

Many factors come into account in consumers’ behavior and how they decide what brand or product to buy.

Today, let’s focus on the decision-making process that guide consumers in their choices of brands and products and determine their level of involvement as well as their need for information before buying a product. the decision-making process of consumers are divided into three stages

The decision-making process of consumers are divided into three stages

According to the famous model developed by John Howard and Jagdish Sheth, two famous Professors of marketing, in their “Theory of Buyer Behaviour”, the decision-making process of consumers are divided into three stages:

Extensive problem solving (EPS): It is when the consumer discovers a new product category or wants to buy a product he does not know well and / or is particularly expensive and / or which present a significant risk regarding his economical or psychological point of view. His lack of “experience” in the matter leads to his lack of decision criteria to make his choice. He has no preference for a brand or a specific product. The level of consumer involvement is high. He will invest a lot of time looking for information and benchmarks to make his choice. The