Describe how the customer decision-making process would operate for these goods and services. A new car:
Need recognition…My battery, engine, and transmission is bad on my old car. I might as well get a new one.

Information search…Should I try a used car dealership or go all out and go to the Mercedes dealership?

Evaluation of alternatives…A used car would be a lot cheaper, but a Mercedes would get me a lot of clout from my friends.

Purchase…I chose the used car to save money.

Post purchase evaluation…The car only has 30,000 miles on it and is 2 years old. So I made a good decision. I saved about $20,000.

A winter coat:
Need recognition…

Information search…

Evaluation of alternatives…

Purchase…

Post purchase evaluation...

A restaurant:
Need recognition…

Information search…

Evaluation of alternatives…

Purchase…

Post purchase evaluation…