Becca wants to buy a new coat. She asks her friends to recommend a store and/or a style of coat. She looks for sale advertisements for coats in newspapers and also visits nearby stores to check if she can find a coat in her budget. In this case, Becca is most likely in the ________ stage of the buyer decision process.
The five stages of the buyer decision process are:
Problem Recognition: the consumer realizes that he or she has an unsatisfied need that can be satisfied by buying a product or service available.
Information Search: the consumer looks for information about what products or services can satisfy his or her needs by using personal, commercial, public or experimental sources.
Evaluation of Alternatives: the consumer decides which product or service best satisfies his or her needs
Purchase Decision: the consumer decides to buy the product or service that should best satisfy his needs
Post-Purchase Evaluation: the consumer determines if his or her needs have been satisfied by the product or service bought
