What is the primary goal of consumer decision making?

The primary goal of consumer decision making revolves around solving a problem or fulfilling a need. Consumers typically engage in decision-making processes because they identify a gap between their current state and their desired state, whether that involves acquiring a product or service to satisfy a specific need or resolve a particular problem. For instance, a consumer may feel hungry (the need) and decide to purchase food (the solution). This drive to fulfill basic needs, psychological desires, or specific wants is fundamental to consumer behavior and shapes how they approach purchasing decisions.

The other options, while relevant to marketing and business strategies, do not capture the essence of individual consumer decision-making. Building brand awareness and creating differentiated market segments are strategies employed by marketers to influence consumers but do not represent the core motivation of consumers themselves. Similarly, maximizing profit margins is a business goal rather than a consumer-centric objective. Hence, the focus on problem-solving and need fulfillment aligns most closely with the underlying motivations of consumer behavior.