How do we choose? I mean, what makes us decide what to buy, which products to buy, and which brands to buy them from? Well, there are a multitude of factors that contribute to a general consumer’s decision and eventual evaluation of a product, but how do we get there? We’ve created a brief guide to Consumer decision-making and the journey towards a purchase, so that you can understand what it is that you and many small businesses alike, can expect from customers when they’re in the crucial stages of decision-making. Three levels of consumer decision-making: Extensive problem-solving Consumers have not yet established a criteria for evaluating the product They haven’t narrowed the number of brands to be considered Limited problem-solving Consumers have established a basic criteria for product evaluation They haven’t fully established brand preferences Routinised-response behaviour Consumers have..

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