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The focus of this paper is to examine the major decision-making models, strategies, and theories that underlie the decision processes used by consumers, and to provide some clarity for marketing executives attempting to find the right mix of variables for their products and services. These include; Problem recognition Information search Evaluation of alternatives Purchase Post-purchase behaviours In dealing with these processes, it is important to note that there are factors influencing individual decision-making process. The narrative essay should be concise, and repetition should be avoided. Buy Online Research Papers January 17, Unilever Strategy and Strategic Decision-making Process – The case looks at prescriptive strategy as applied to multi-product group of companies. This means that consumers are constantly looking for products that have some purpose to them, and they tend to not buy items that do not provide some fulfillment or use. 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