Decision-making process to purchase brown rice at the traditional market

One of the most consumed rice types is brown rice. Consumer's decision-making to buy the brown rice consist of several processes, which are discovering the needs, information search, alternative evaluation, make a decision, and post-purchasing behavior. This study aims to describe the decision-making process of buying brown rice by consumers. It is conducted in certain appointed traditional markets in Makassar, such as Pasar Daya, Pasar Panakkukang, and Pasar Terong. The research object is the consumer who directly bought the brown rice in the appointed traditional market. The method to analyze the data is qualitative descriptive. The result shows that consumers at those three traditional markets had completed the whole decision-making process.