Chapt 6 Consumer Decision Making

What makes a consumer choose a product from another? Espicially when theres so many to choose from? Well deciding is a 5 step process with the consumer. 
1. Recognition
2. Information Research
3.Evaluation of Alternative products
4.Purchase
5. Post-purchase behavior
Aside from that the consumer has to identify the difference between Needs and Wants and then they fall into habits depending on what they're purchasing.

IBM has been around for so long that consumers trust it. Everyone has a techy friend that loves computers and own every new item that comes out on the market. I ask Randy, a friend what he thought of IBM. He replied with "IBM makes long lasting laptops I mean I still have mine when I was learning how to fix them and It still works [laughs]." Randy is 21.

IBM admires itself on its trust, values and changing the world with its innovation. For some that may not be enough to purchase IBM products but for most it is. I mean how many companies can say they've been a part of sending the first man to the moon.