The authors, Schiffman and Kanuk are concerned with the different factors that affect the consumer behavior. It is also the objective of the authors to outline the different models, applications and analysis involved in the consumer decision making process. The research design took samples and views from different consumers and of different ages to determine the range of factors that influence the consumers’ decision making process. Despite the age difference and consumer preferences, the researchers have also put a lot of emphasis on the consumer response and behavior in purchasing merchandise or the decision of buying products.

According to Schiffman and Kanuk, the individual, social and cultural factors plays a significant role in assessing the consumer behavior as far as purchasing of merchandise is concerned. Nevertheless, it is worth noting that the work of Schiffman and Kanuk fails to factor in the influence customer satisfaction in the consumer behavior. Consumer satisfaction plays an important role in influencing individual buying behaviors. Their work also fails to consider other factors such as advertising and promotional activities that are significant in making buying decisions. The article leaves a room for further research especially in matters pertaining to consumer protection and the right to correct information. In spite of these limitations, it is clear that the article provides critical information regarding the various consumer behavior and decision making procedures. The research paper has been instrumental in determining the consumer choices and the decision making pattern.

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