Consumer Purchasing Decisions according to Eitzel et al (1997: 111)

Kotler (2000:160) :

“The field of customer behavior studies how individuals, groups, and organization select, buy, uses, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires”

Eitzel et al (1997: 111) states that the consumer purchase decision process through the stages:
1. Need recognition, The consumer is moved to action by a need.
2. Identification of alternatives. The consumer indifies alternative products and brands and collects information about them.

3. Evaluation of alternatives. The consumer weigh the pros and cons of the alternatives idenfied
4. Decision. The consumer decides to buy or not to buy and makes other decision related to purchases

5. Purchases behavior. The consumer seeks reassurance that the choice mad was the correct one

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