Purchase Decision

In the evaluation stage, the consumer ranks brands and forms purchase intentions. In general, the consumer's purchase decision shall be to buy the most preferred brand, but two factors may come between purchase intention and purchase decision. First factor is the attitudes of others and second one is unexpected situational factors. The consumer can form a purchase intention depend on factors like expected price, expected income, and expected product benefits. However, unexpected events may change the purchase intention. Therefore, preferences and even purchase intentions do not always result in real purchase choice.