Utopia is often referred to as a good place that doesn’t exist. There are two things that trigger the buying decision process:
a)    Moving away from pain, or
b)    Moving towards pleasure

I think everything that we do, everything that we buy, every decision that we make in buying anything is driven entirely by how we feel now and how the purchase will make us feel. The buying side decision process goes through five stages:
1.         Realisation that we have a problem (recognition)
2.         Look for alternatives (search)
3.         Quantify what it may do for us (evaluation)
4.         And then start to engage (purchase)
5.         After sale (post-purchase)