Consumer Behavior and Decision-Making Process: Ginger & Smart Analysis

This report provides an analysis of consumer behavior and marketing psychology, focusing on a recent purchase made from the fashion brand Ginger & Smart. The report begins with an introduction to the brand and then delves into the consumer decision-making process, which includes need recognition, information search, evaluation of alternatives, selection and purchase decisions, and post-purchase behavior. The analysis is based on the author's personal experience buying a t-shirt for a college event, providing a real-world perspective on the stages consumers go through. The report also highlights the importance of post-purchase services in enhancing customer satisfaction and concludes with a review of the overall process. The report includes references to academic sources that support the analysis of consumer behavior and decision-making, offering a comprehensive understanding of the topic.