THE DECISION MAKING PROCESS OF BUYING THE BRAZILIAN CONSUMER: FACT OR FICTION?

The debate about the model of consumer buying decision can be divided into two blocs. The first bloc is comprised of authors that consider the fact that consumers follow a schedule in order to make purchases decisions. The second bloc is comprised of the authors that do not recognize any steps, but rather, the level of involvement with the purchase. This article had the objective to confront these lines of thinking and present the results from an empirical research.