Abstract:

In this study, consumer purchasing and decision process are explained by examining cognitive based characteristics of consumer behaviors, factors affecting consumer behaviors, global class theory, reference groups, conformity process in groups, informational social influence, motivation, learning, cognitive processes, customer behavior. Confusable stimulus, expression, cognitive structure issues that factors affecting consumer decision are emphasized on the perceptual structure which may lead to cognitive dissonance, purchase decision process is explained on the cognitive basis. In the conclusion part of the study, suggestions were made for future studies on consumer purchase decision process. As a result, it has been revealed that in the decision making of consumption, to investigate and learn the cognitive process with external factors will be useful, it has been revealed that the detection of inconformity that may arise in the cognitive process will lead to the understanding of the reasons for the purchase.

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