The consumer decision-making process involves six stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The process is influenced by various factors such as personal characteristics, environmental influences, and situational factors. The assignment content highlights the importance of understanding the consumer decision-making process to develop effective marketing strategies. It emphasizes that consumers evaluate brands/products/services based on their attributes, benefits, and values, and that they use various evaluation aids such as experience, word of mouth, brand preference, and intermediaries/agents to make informed decisions.
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