When Rita decided to buy a radio as a wedding present, she wanted to buy a brand name radio that was waterproof, looked nice, and was designed to be mounted in a shower. What did Rita use during the alternative evaluation stage of the purchase decision process?

Question

Quizplus · Accepted Answer

Rita used evaluative criteria to assess and compare alternative options of brand name radios that were waterproof, looked nice and designed to be mounted in a shower. Evaluative criteria are the factors that customers consider important to make a purchase decision, and in this case, Rita used waterproofness, appearance, and mountability as her evaluative criteria.

When Rita Decided to Buy a Radio as a Wedding