Decision Stage – consumer must finalise the proposed deal
Can take place in:
- Retail outlet
- Over the phone
- By mail
- Customer’s own home
In a retail outlet the decision could be simply placing a chocolate bar in the shopping trolley and pay for it at the till
With more complex deals consumer may have the discretion to negotiate the fine details of cash or credit, any trade-in, quantity, delivery dates
Suppliers can make the decision easy or difficult for the consumer
- Lack of sales assistants
- Long queues – Tesco’s open a another till if there is one or more customers queuing
- Bureaucratic purchasing procedures

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