This article discusses the consumer decision making process for purchasing an automobile and a toothpaste. It explores the stages of the decision making process and highlights the implications for marketers. The process for buying an automobile involves recognizing the need, conducting an information search, evaluating alternatives, making the purchase decision, and evaluating the post-purchase experience. On the other hand, buying a toothpaste involves limited problem solving and is influenced by social and psychological factors. Marketers need to understand these processes to develop effective strategies.