Kelsey goes shopping with a friend and notices her friend's trendy sandals. She thinks of her own sandals and the strap that recently broke and realizes she needs a new pair. In which stage of the consumer purchase decision process was Kelsey when she had this realization?
A) information search
B) problem recognition
C) purchase behavior
D) alternative evaluation
E) prepurchase cognition

Question

Quizplus · Accepted Answer

Kelsey realized she needed a new pair of sandals after noticing her friend's trendy sandals and thinking about her own broken sandals. This is the problem recognition stage, where consumers become aware of a need or problem that can be solved by purchasing a product or service.

Kelsey Goes Shopping with a Friend and Notices Her Friend's