Chaz is tired of lugging around a digital camera on location site visits as he tries to identify potential retail properties, so he decides to buy a new cell phone with a high quality digital camera. The desire for the new camera was prompted by ________.
A) marketing mix
B) prepurchase search
C) need recognition
D) evaluation of alternatives
E) psychological field

Question

Quizplus · Accepted Answer

Chaz's decision was prompted by "need recognition," which is the first step in the consumer decision-making process. It occurs when a consumer identifies a need or problem that can be satisfied by purchasing a product or service. In this case, Chaz recognized the need for a more convenient way to take high-quality photos during his site visits, leading him to consider buying a new cell phone with a high-quality camera.

Chaz Is Tired of Lugging Around a Digital Camera on Location