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In the consumer purchase decision process, which step comes immediately after gathering information?
ARecognizing that a need for the product exists
BAssessing satisfaction after the purchase is made
CMaking the decision to buy or not to buy the item
DEvaluating the alternatives that have been found
Answer & Solution
Correct answer: D. Evaluating the alternatives that have been found
1. The order runs need recognition, information gathering, evaluating alternatives, purchase and post-purchase assessment.
2. Once information has been gathered the consumer must evaluate the alternatives.
3. A buyer might drop every home above a price ceiling or beyond a travel time.
4. Only after that evaluation comes the decision to buy or not to buy.
5. Need recognition has already happened and satisfaction is judged last.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.4 Buyer Behavior_
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