ABSTRACT
The purchase of a product is a more complicated process than it would first appear especially if the product is complex and expensive. An understanding of both the consumer and business decision-making process is necessary to ensure that marketing mix decisions are correct. Many creative and cultural products also provide an experience when they are purchased. The benefits that the product provides must also be analyzed. Products have core attributes which are the reason the product exists. If a new product is to be created, an understanding of the product development process will be helpful. Organizations must continually introduce new products as current products become less popular and consumers desire something different. Social media has changed both the way people purchase products and the way products are promoted. In fact it has had such a profound impact that it has changed the entire decision-making process, especially need recognition, information search, and the purchase decision.
