Key steps in the high effort decision process

Problem recognition = This is when the consumer realises that they have an
unfulfilled need, such as they need to get food for dinner or buy new shoes.
Information search = This is where the consumer gathers the necessary
information to help them make their decision. First, they rely upon their knowledge
and experiences and then use external sources, if necessary.
Evaluation of alternatives = In this step, consumers will appraise the relative
benefits and costs of each alternative, in order to help determine the best product to
meet their needs and to solve their problem.
Purchase decision = This is the step when the consumer chooses the best brand
and product for them, based upon their prior evaluation. This choice becomes their
purchase intention.
Purchase = This is the physical step of buying the product, either online or via a
retailer. Generally the consumer will follow their purchase intention, but situational
factors may change their decision at the last moment.
Post-purchase evaluation =Post-purchase is after their purchase and consumption,
where the consumer considers how satisfied they are with their purchase decision.
Consumers may take further actions depending upon their level of satisfaction.