Customer Decision Process
This process begins with the market or life generating a need or an expectation in the customer. The customer searches and perceives market offers, weighs the benefits, assesses his/her thoughts and feelings about it, and then decides whether or not it’s worth buying. At times what we choose may differ from what we desire, but succeeds in fulfilling the need.
For example, I need a car. I want a Ferrari. My budget or the road conditions of my city limit me to the benefits of a Toyota Corolla.