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Decision-making plays an important role in individuals' lives. This may be in concern with making decisions about products or other factors in their lives. These decisions are usually made when consumers realize that there are needs that they need to satisfy. The consumers follow the decision making process when going about making decisions. This process involves: problem recognition, information search, evaluation of alternatives and finally the purchase (Solomon, 1996). There are three perspectives that can be used to make these decisions. These are: the rational perspective, this perspective "views the consumer as a careful, analytical decision maker who tries to maximize utility in a purchase decisions" (Solomon, 1996), the behavioral perspective, which "is where the individuals concentrate on assessing environmental characteristics that influence members of a target market" (Solomon, 1996) and the experiential perspective where "marketers focus on measuring consumer's effective response on the products and services" (Solomon, 1996). Marketing...

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