The document outlines the 5 stages of the consumer decision making process: 1) Need recognition - the consumer identifies a need or want. 2) Information search - the consumer gathers information from various sources to learn about options. 3) Evaluation of alternatives - the consumer evaluates different products or brands that could satisfy their need. 4) Purchase decision - the consumer decides what to buy and where to buy based on their research. 5) Post-purchase evaluation - after buying, the consumer assesses how well the product met their needs and expectations.

1. Stages
of
Consumer
Decision Making
Process
Prepared by
Ravneet Kaur

2. MEANING
Consumer Decision Making Process
means the process of identifying and
verifying the decision making of the
consumer by the business leaders or
marketers.

3. 5 Stages of the Consumer Decision
Making Process
• Need Recognition
• Searching and gathering information
• Evaluating the Alternatives
• Actual Purchase of the Product or the Service
• Post Purchase Evaluation

4. Need Recognition
The first step in the consumer decision-making process is identifying the
need.
Need is the trigger point of all the buying decisions.
Finding out what the customer needs is the first milestone towards
evaluating the Consumer Decision Making Process.
Determining the needs and wants of the target market provide support to
many marketing decisions.

5. .
Searching and gathering information
During this phase of the Consumer Decision Making Process, the consumer evaluates the entire positive and
negatives aspects of the purchase.
Due to the changing trends and online shopping sites, consumers are far more informed and are able to make
better purchase decisions.
Information can be collected from many different sources
The consumers receive information from many different directions. Some Sources of information are mentioned
below.
• Personal Contacts: This is a very strong source of information and has the greatest influence over the mind of
the consumer. Consumers tend to discuss the needs and their interests in different products with friends,
family, colleagues and acquaintances and make purchase decisions based upon their recommendations.
• Commercial Information Sources: Electronic media, TV Ads, Newsletters, Sale Persons and Public displays are
some important types.
• Printed Sources – Newspapers and Magazines
• Previous Purchase Experiences: Consumer’s own personal experiences about the prior use of a product.

6. Evaluating the Alternatives
Consumers begin to search out for the best deals or options available
once he has identified the Need and the source to satisfy that need.
The Consumer at this stage evaluates different options based upon
product price, product quality, product quantity, and value-added
features of a product or other important factors.
The consumer after Need recognition and collecting useful
information choose the best product available in the market based
upon his taste, style, income, or preference.

7. Actual Purchase of the Product or the Service
In this stage, the customer decides what to buy, where to buy
after going through all the above stages.
After proper assessment of all the facts, the consumer makes
a logical decision to buy a product based upon his needs and
wants.
The Needs and want are often triggered by the advertising
and marketing campaigns, recommendations from personal
connections, or maybe from both.

8. Post Purchase Evaluation
Final stage of the consumer decision-making process.
The consumer evaluates or analysis the purchased product, the usefulness of
the product, satisfaction delivered from the product, Value of the product with
respect to the need fulfillment of the consumer.
If the consumer feels that the product bought delivered the value and has met
the expectation they will become the loyal customers of the product.
Consumer Decision making Process is very important for marketers to
successfully market their products and product line. Understanding the targeted
market fully increases the efficiency of a Marketing plan and yields better results
from Promotional Plan.

9. .
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