Sylvia wants to buy a car, and she has narrowed down her options to four brands. She is currently comparing the features of the four cars. In the context of the activities included in the consumer decision-making process, Sylvia is engaged in _____.
A) evaluation of alternatives
B) search for information
C) need recognition
D) postchoice evaluation

Question

Quizplus · Accepted Answer

Sylvia has already recognized her need to buy a car (step 1 of the decision-making process) and has likely gathered information on the four brands (step 2). Now, she is comparing and evaluating the different features and benefits of the cars to make a decision (step 3). Therefore, she is in the process of evaluating alternatives. The post-purchase evaluation (step 4) comes after she has made her decision and purchased the car.

Sylvia Wants to Buy a Car, and She Has Narrowed