THE CUSTOMERS BUYING AND DECISION MAKING BEHAVIOUR:

The consumer buying decision process is a systematic way of looking at how a consumer makes the decision to purchase a product.

	Five Step Process:
		Problem Recognition
		Information Search
		Evaluation of Alternatives
		Purchase
		Post-purchase Evaluation The decisions sometimes are also based on the habits one has. Also some impulsive actions that just happens and are irrational or may be emotional. Motives and drives play a major role in buying and decision making process. LAKME SUNSCREEN: Problem recognition: Skin tanning has always been a problem to girls and womens of various age groups due to sunny weather conditions. Information research: Research for the product is made and options are figured out. Evaluation of alternatives: Alternatives are eliminated considering the most suitable option. Purchase: Finally a purchase of the last choice is done. Post purchase evaluation: After the purchasing is done,consumer needs to evaluate the product once more to get clarity of thought.