consumers use rational decision-making processes from time to time.
When consumers identify a gap between their desired and actual states, they engage in decision-making processes. If the desired and actual states differ significantly, a problem is identified and an information search is launched. There are 5 basic ways in the consumer decision-making process. This is the process by which consumers evaluate whether or not to make a purchase. Problem identification, information search, alternative evaluation, purchase decision, and post-purchase evaluation are the five steps. The study of individuals, groups, or organisations, as well as all activities associated with the purchase, use, and disposal of goods and services, is known as consumer behaviour. Consumer behaviour refers to how a consumer's emotions, attitudes, and preferences influence their purchasing decisions.
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