When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior.

Buyer- the person who makes the actual purchase.

User- the person who consumes the product or service.

CULTURAL factors include a consumer's culture, subculture and social class. These factors are often inherent in our values and decision processes.

Decider- the person who ultimately makes a buying decision or any part of it.

PERSONAL factors include such variables as age and lifecycle stage, occupation, economic circumstances, lifestyle (activities, interests, opinions and demographics), personality and self-concept. These may explain why our preferences often change as our situation changes.

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Approximate Word count = 738
Approximate Pages = 3 (250 words per page double spaced)