Terry Petch is launching a new brand of Beer called The Sour Seed into the Ontario market. It is a crowded field in the craft beer category, but it is made with Crabapples and there is no other product that has this tart (sour) but sweeter taste profile in the market. He is launching this in a 473ml size can in this market segment ranges from $2.25 to $3.50. He has just hired you as the new brand manager and he wants your help in answering the following questions.

Consumer Decision Making In determining where he should place his advertising, Terry wants to understand the consumer decision making process.

Q) Name the 5 steps of the Consumer Decision Making process.

Q) What would be the most important step that he should focus on and why?