Consumer Decisions are about "What I want"
Basic Consumer Needs:
- I'm hungry / thirsty / bored / tired
- I want...
- I would like...
Shopper decisions are about "The process of getting IT"
Basic Shopper Needs:
- What am I buying this for?
- Who is going to use / eat this?
- How much do I need?
- Where should I buy it from?
- Can I afford it?
- How much do I want to spend?
- Do I need to buy this now?