The series of steps that a consumer takes in order to purchase a product or service. There are four main stages in the buying process: 1. Need recognition: This is the stage where the consumer becomes aware of a need or want. For example, a consumer may Recognize the need for a new car because their current one is not meeting their needs. 2. Information search: In this stage, the consumer begins to search for information about products or services that can satisfy their need. They may look online, talk to friends or family, or consult experts. 3. Evaluation of alternatives: Once the consumer has collected information, they will start to evaluate different options and choose the one that best meets their needs. 4. Purchase decision: This is the stage where the consumer makes a final decision to buy a product or service. They may consider factors such as price, quality, and convenience.