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Essay One - Buying Processes and Experiences INTRODUCTION Everyone is doing shopping and buying everyday, maybe groceries, maybe clothes or house equipments, but who has ever thought about how do we make the purchase decision? How do we decide what brand is good and the place we shop is cheaper than others? What factors would affect our decision? What factors motivate us to seek out a purchase? What sources of information are used in evaluating competing products? The basic consumer purchase decision processes involved in purchase decisions are: problem recognition, information search, evaluation of alternatives, purchase decision and postpurchase behaviour. An underlying need triggers a search for need satisfying solutions. When possible solutions have been identified, these are evaluated according to some criteria. The final purchase decision is seen as a product of the interaction between the final decision-maker and a range of influencers. Finally, after purchase and consumption, the consumer develops feelings...

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