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Running head: FACTORS AFFECTING CONSUMER DECISION PROCESSFactors Affecting Consumer Decision ProcessNameInstitution Affiliation:Date:1FACTORS AFFECTING CONSUMER DECISION PROCESS2IntroductionThe consumer buying behavior involves a process with many stages that a consumer goesthrough before a product is purchased. There are many scholars that have extensively discussedthe consumer decision process. The most widely accepted process contains five stages which aconsumer goes through. The first step is the problem or need recognition by the consumer wherebyhe/she identifies the need for a product or service. This could be after coming across the productor even after seeing an advertisement (Oke et al., 2016). The second step of the process is theinformation search about the product or service whereby the consumer looks for more informationabout the product. The third step is the evaluation of alternatives. Once the customer has gotteninformation about the products, there is likely to be various available alternatives in the marketand the customer will need to choose one. The fourth step is the purchase decision itself wherenow the consumer decides to buy the product. Finally, the fifth decision is the post -purchaseevaluation. This stage is important because the experience of the consumer with the product willdetermine whether there will be a repeat purchase or not (Solomon et al., 2014). There are variousfactors that determine this consumer decision pro ...


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