The consumer's decision to purchase or not, can signify whether a marketing strategy has been effective, or whether it was poorly planned and missed the mark altogether. Marketers are particularly interested in the consumer's decision-making process, which consists of the following sequence of events: · Problem recognition · Information search · Evaluation of alternatives · Purchase decision · Post-purchase behaviour The learning constructs, which are the major components of decision-making, are labelled as: 1. Motives - specific and non-specific: These are …showed first 75 words of 1168 total…

…showed last 75 words of 1168 total…useful and appealing to his aesthetics. Also, there is the underlying challenge of probing, exploring and finally discovering a new brand! This process can be called the 'Psychology of Complication'. The new situation causes him to identify brands and he once again begins to simplify the above-mentioned process. Hence, marketers need to study the decision patterns of the customer in order to enhance the experience of purchase and consumption and retain the customers for life.