The outcome is psychological in the sense that decisions are not tangible, but from the customer’s behavior, one can easily tell that a certain decision has been made (Assael, 1995 p.16). It is a process that culminates in action. Consumers make varied decisions due to the fact that they have different needs and they view issues differently. However, there is a generality in behavior especially when it comes to decision making purchasing. This is the reason that makes it possible to attract the attention of many consumers with a single marketing strategy such as an advertisement or attractive packaging and display. However, consumers usually tend to be predisposed toward tangible offers. There are several models that are used by marketers to identify the aspects of the decision-making process. .
It begins with consumers identifying their needs whereby they recognize that there is a gap that requires to be filled in regard to their desires. Need identification can either be gradual or swift which depends on the necessity of the commodity in question and the personality of the consumer. At this point, consumers exhibit individual characteristics that are dependent on their standards of living, awareness, feelings, and stimulus. Customers usually focus on past experiences and memories of the utility derived from purchasing particular commodities. They compare the present situation with that in which they will be in possession of the commodity. Socio-economic and cultural factors are also part of the issues that influence need identification. Need identification is usually dependent on the availability of financial resources to acquire goods or services. This means that the need for a particular item in the market may be suppressed by financial difficulties. Customers are influenced by social factors whereby they compare the necessity of a certain commodity with another in a family setting. They tend to arrange their purchasing needs in order of importance in the family (Batra &. Kazmi 2004 pp. 76-78).