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Also, the external sources are important to the consumers when deciding whichproduct to purchase. External source of information is when the marketing can act,such as advertising on the TV, friends’ recommendation, celebrities’ references,social media, google, blogs, etc. On question 6 you can see that the source thatmost influence the participants (80%) is the social media (Instagram, Facebook,Twitter). On question 7 we can analyse the next step of the decision making, which is thePurchase decision. It’s when we evaluate the payment method and the purchase isfinalised. There are many options today, such as: credit/ debit card, payment plans,cash, pay pal, etc. In this phase’s decision, such as “how should I pay”, “whichoptions the store/website/person has to offer” can influence the consumer’s decisionwhen finalizing the purchase. As you can notice on the questionnaire, 85.71% of theparticipants prefer to pay using their debit card.To conclude, the last 3 questions 8,9 and 10, are evaluating the last step of theprocess, which is the Post Purchase Behaviour. It’s when the costumer compares
the products with their previous expectations and will be either satisfied ordissatisfied. Therefore, these stages are critical in retaining customers. This canaffect the decision process for similar purchases from the same company in thefuture, having a knock-on effect at the information search stage and evaluation ofalternatives stage. If the customer is satisfied, this will result in brand loyalty.On the basis of being either satisfied or dissatisfied, it is common for customers todistribute their positive or negative feedback about the product. This may be throughreviews on the brand’s website, social media, mouth to mouth and how thecompanies react to it can make the customer happy or unhappy. As you can noticeon question 8, 86.67% of the participants sometimes get dissatisfied after purchasethe product. On question 9 you can notice that 60% of the participants never take