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When purchasing any product, a consumer goes through a decision process. This process consists of five stages: problem recognition, information search, evaluation and selection, store choice and post purchase behavior. The aim of this paper is to discuss these processes with reference to a chosen product. The second part of the discussion will consider the influences on consumer behavior such as situational, economic, demographic, social and psychological factors that motivate consumers. The consumer decision process model outlines the processes used by a model consumer going from having a need or want through to the point of purchase and beyond (Dann 96:2004). Problem Information Evaluation/ Store Post Recognition ›› ›Search ›››› -Selection ››› Choice ›››Purchase The product chosen to discuss in reference to the consumer decision process is a hair product called "Frizz Ease"serum by John Frieda. A product familiar to me, having used it for the past five years. Consumer decision making comes...

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