CHAPTER 6: CONSUMER DECISION MAKING

Consumer decision making is characterized by the individual, his or her cultural and social values and the willingness to make a purchase. In purchasing M.A.C. Cosmetics products a consumer uses a five stage decision making process. First the consumer must be triggered by M.A.C. products through their own personal usage, recommendation of others, advertisement and or packaging. Consumers may need to research M.A.C. Cosmetics either by using the internet, seeking information from a product user or by going to the store and asking for information about the products. This process fall under the external information source. Makeup Art Cosmetics, abbreviated M.A.C. is a way of narrowing alternatives and making it the ultimate choice. For first time users and customers of M.A.C. Cosmetics, their postpurchase behavior shows their satisfaction with their purchase.