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 something in her budget.In this case,Becca is most likely in the ________ stage of the buyer decision process.
A) product evaluation
B) alternative evaluation
C) need recognition
D) information search
E) purchase decision

Question

Quizplus · Accepted Answer

Becca is in the information search stage where she is actively seeking information regarding a new coat. She is looking for recommendations from her friends, checking sale advertisements, and visiting nearby stores to find a coat within her budget. This stage comes after need recognition (realizing the need for a new coat) and precedes product evaluation (comparing and evaluating the options available) and purchase decision (making the final decision to buy a specific coat).

Becca Wants to Buy a New Coat