Why customers make the purchasing decisions they do

03/27/2013 | Harvard Business Review online

Understanding the way consumers make buying decisions is more critical than ever in today's fast-moving world, as evidenced by the success of Costco and Warby Parker, writes author and Wharton School professor Barbara E. Kahn. "First, consumers recognize a need, then they search for information about products that might solve that need, they create a consideration set, and finally make a choice."

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