Editing Buyer decision process (section)

===Purchase decision===
This is the fourth stage, where the purchase takes place. According to Kotler, Keller, Koshy, and Jha (2009),<ref name="Kotler2009"/> the final purchase decision can be disrupted by two factors: negative feedback from other customers and the level of motivation to comply or accept the feedback. For example, after going through the above three stages, a customer chooses to buy a [[Nikon D80]] [[DSLR]] camera. However, because his good friend, who is also a photographer, gives him negative feedback, he will then be bound to change his preference. Secondly, the decision may be disrupted due to unanticipated situations such as a sudden job loss or the closing of a retail store.