Discussion
Which of the following steps of purchase decision process is in sequence ?
1. Problem recognition
2. Search for alternatives
3. Evaluation of alternatives
4. Purchase action
5. Post purchase action
Codes :
Answer: D
The consumer purchase decision follows the order 1, 2, 3, 4, 5: problem recognition, search for alternatives, evaluation of alternatives, purchase action and post-purchase action. The buyer first feels a need, then gathers information on the choices, compares them, buys, and finally judges satisfaction after use.
The other sequences are out of order. Evaluation cannot come before the search for alternatives, and purchase cannot precede evaluation, since there would be nothing to evaluate. Problem recognition must come first, so the sequence beginning with 2 is also wrong.
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