The consumer decision making process includes five steps when buying a good or service. First step is you Need recognition. Need recognition can be faced with wanting something. When you’re hungry and you see McDonalds advertised on television your first instinct is to go and eat at McDonalds. Second step is Information search. When you go to a Mccafe and experience good customer service or you’ve heard from a family or friend how good their service is you want to go back again. Mcdonalds' logo "I'm lovin' it" also makes consumers want to visit and see if that logo is actually true. Third step is Evaluation of alternatives. This is when a consumer figures out what it is that they want and then break down their search. If you’re looking for a delicious, nearby and affordable coffee drink then Mccafe is the place to go. Fourth step is Purchase. Purchasing comes to play when you decide whether to buy or when, where, what and how to pay. These are all easy decisions to make when you go to a Mccafe because the fact that there are so many restaurants available and affordable makes your decision much easier. Last step is Post- purchase behavior. When you purchase a good you expect to be satisfied with the product or good you purchased. Mccafe’s number one goal is customer satisfaction. So of course once you drink any of their many coffee beverages you will be satisfied and your money will be well spent. Of course there are many other factors that come into play when a consumer is making a decision on what they should purchase. Other factors are social class, culture, demography, and also Maslow’s hierarchy of needs. 
Mr. Skinner who is the Chief executive of McDonalds said “Everyday affordability has become the most important thing. People are pinched everywhere. They should not have to feel pinched at McDonald’s”.
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