Think of the last time you needed to buy a new car or an expensive major appliance. If you relied on previous experience or suggestions from others, your task was easy. But if you weren't planning the purchase and needed a little convincing, or if you had no idea what you wanted to buy or from whom to buy it, the process was considerably more daunting. You probably made a mental list of the brand names you knew, looked at advertisements, perhaps did some research on the Internet. After narrowing the field, you may have studied brochures and Consumer Reports to determine which products had the features and quality you were seeking. After again narrowing your choices, you may have visited a store or talked to a salesperson, looked for a good deal, and decided on product options. Finally, you negotiated a price and made a purchase. You may have spent months in the process, and it probably didn't end with the sale. A conscientious retailer may have followed up with information on new product features, reminders for service, and inquiries on your level of satisfaction. Marketers like to call this the "buying process." It's complex and can demand a great deal of effort on the part of the consumer.