Consumers as Problem solvers Consumer purchase= response to problem Decision-making process After realization that we want to make a purchase, we go through a series of steps in order to make it Can seem automatic or like a full- time job O Copy rights reserved, Zou Deqiang12 12 © Copy rights reserved, Zou Deqiang Consumers as Problem Solvers • Consumer purchase = response to problem • Decision-making process ¾After realization that we want to make a purchase, we go through a series of steps in order to make it ¾Can seem automatic or like a full￾time job