The traditional model of consumer decision-making process "Five-stage model of the consumer buying process" (Figure 2) involves five steps that consumers … And this further leads to a desire or need to solve this problem. The authors state that the psychological needs are the outcome of emotional feeling of consumers whereas functional or physical needs are usually the results of necessity. When businesses are able to determine when their target market starts developing these needs or wants, they can avail the ideal opportunity to advertise their brands. Kacen’s view is further supported by Hoyer and Macinnis (2008) stating that there are a number of factors that can affect the purchasing process. Recognition of need or a problem is the first stage of the model. Brink, A. According to the authors, the consumer may either get satisfaction or dissatisfaction depending on the evaluation of the purchase and comparison of their own expectations. On the other hand, external search ends to be for bigger purchases such as home appliances or gadgets. This is done so because most people do not want to regret their buying decision. Common examples include shopping and deciding what to eat. ISSN: 0309-0566. This view is further supported by Ofir (2005) mentioning that the consumer decision making process is a repetitive action and a good experience is vital in reducing the uncertainty when the decision to purchase the same product or service is considered the ext time. This theory proposed that consumers make decisions based on the expected outcomes of their decisions. Once it has been determined by the customer what can satisfy their need, they will start seeking out the best option available. All the consumers have their own needs in their daily lives and these needs make them make different decisions. Its why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. Stage 2: They want to do an information search. For example, searching for fast food can be an example for internal search because customers often use their knowledge and tastes to choose the right product they need rather than asking someone for an advice. Many companies tend to ignore this stage as this takes place after the transaction has been done. Moreover, according to Kahle and Close (2006) the nature of influence of peers, friends and family members upon information search and consumer decision making process in general depends on a range of factors such as the nature of relationships, the level of personal influence, the extent of ‘opinion leadership’ associated with specific individuals etc. Consumers are viewed as rational decision makers who are only concerned with self interest (Schiffman ANDKanuk 2007, Zinkhan 1992). Another factor in image theory is the type of consumer decision-making task, ranging from routine decision making (e.g., choice of familiar, low-involvement products) to extensive decision making (e.g., choice of unfamiliar, high-involvement, high-risk products). To start with it is necessary to define the term “consumer behaviour”. Consumer decision making process involves the consumers to identify their needs, gather information, evaluate alternatives and then make their buying decision. Kacen. At this stage, the consumer has evaluated all facts and has arrived at a logical conclusion which is either based upon the influence from marketing campaigns or upon emotional connections or personal experiences or a combination of both. John Dewey introduced 5 stages which consumers go through when they are considering a purchase: However, according to Tyagi and Kumar (2004), although these theories vary slightly from each other, they all lead to almost the same theory about the consumer purchasing theory which states that it involves the stages of search and purchase of product or service and the process of evaluation the product or service in the post-purchase product. and Close, A. This theory proposed that consumers make decisions … (2010) explain the effectiveness of celebrity endorsements with perceived greatness people associate with their idols and the willingness and desire to become like their idols. The consumer decision process is composed of problem recognition, search, evaluation, and purchase decision. The consumer behavior may be determined by economic and psychological factors and are influenced by environmental factors like social and cultural values. Post-purchase behavior is the result of satisfaction or dissatisfaction that the consumption provides. “Consumer buying behaviour is the process by which individuals search for, select, purchase, use, and dispose of goods and services, i… 163-174. The consumer decision making is a complex process with involves all the stages from problem recognition to post purchase activities. Every consumer has different needs in their daily lives and these are those needs which make than to make different decisions. Different concepts and points of view will be presented by the scholars of the XX and XXI centuries. The buying decision process is the decision-making process used by consumers regarding the market transactions before, during, and after the purchase of a good or service. Publication date: 1 February 1971. Gathering enough information at the stock before making a purchase decision academics that consumer purchasing Theory a. 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