The consumer decision-making process is important for businesses because it helps them understand why and how customers make purchase decisions. By understanding the steps involved in the decision-making process, companies can tailor their marketing efforts to match the needs and wants of their target market.  There are a variety of factors that can influence the consumer decision-making process, including but not limited to: perceived risks and benefits of the product, perceived needs, past experiences, brand image and reputation, and marketing messages. These factors must be analyzed to create products and marketing and sales strategies to drive purchasing decisions. Ultimately, the goal is to create a satisfied customer base that will continue to do business with the company.