Consumer behavior is composed of actions that are directly related to the acquisition, consumption, and disposal of goods and services, including decision-making processes that precede and follow these actions. The customer decision-making model is a logical construction of consumer actions that are intended to meet their needs. Consumer actions differ significantly according to their needs and the goals of their purchases, the nature of their demand, the motivation of their behavior, and actions in the market. The information search unit is affected by the degree of involvement and the amount of time spent as well as the intellectual and emotional effort that a consumer wants to contribute to the search, evaluation, and decision-making process.
However, customers may not use the model in all situations. Stankevich claims that customers’ decision to buy a routine product is usually performed outside the decision-making model. Therefore, this should be taken into account while planning marketing strategies for everyday products. Other characteristics may affect the rate of adoption of a new product: initial and subsequent costs, the degree of risk and uncertainty, and recognition of the company. A marketer engaged in promoting a new product should study all these factors and consider them when developing a product and marketing program. The concept of the intellectual alibi refers to the ability of a customer to withstand traditional norms of consumption and view universal values from his or her own perspective. Clients who take this position make it even more difficult for marketers to design and implement their strategies since it becomes challenging to anticipate customer behaviors. In this regard, market segmentation seems to be ineffective with respect to customers with an intellectual alibi. A limitation of this concept is its potential to be used by a customer to justify his or her wishes, which makes anticipating consumer behavior difficult.