To create profitable products, marketers and developers must research consumer behavior and base their products on the preferences of their target customer. Consumer behavior is the buying process that takes people from realizing that they have a need that a product can satisfy all the way through the purchase and their post purchase thoughts and activities. Markets plan products with features that attract and satisfy consumers throughout every step in their buying behavior. However, not everyone wants or needs the same product features, so product developers often create products that target the needs of specific customers.

Consumer Decision-Making Process

First, the consumer recognizes that they have a problem that can be fulfilled by a product. In same cases, the problem is only realized after a clever advertisement informs the consumer of their problem. Next, the customer searches for information about their product choices. For simple, routine products the information search involves scanning through memories of products. More involved searches, for expensive or non-routine products, may incorporate discussions with peers and Internet searches. Then, the consumer evaluates each alternative and eventually chooses a product. After the purchase is made, consumer behavior enters the post-purchase evaluation stage, this is when the consumer decides if she likes the product and if she’d like to buy it again in the future.