When deciding where to go for your next holiday, you ask your Facebook friends to suggest possible destinations, relying on their 'word of mouth' feedback. In which stage of the consumer decision making process does 'word of mouth' information have the most influence?
A) Need/want recognition.
B) Information search.
C) Evaluation of options.
D) Purchase.
E) Post-purchase evaluation.

Question

Quizplus · Accepted Answer

explain the general steps in the consumer decision-making process. Having recognised the problem, the buyer searches for information about how to solve the problem (see figure 4.4). Friends, family members and associates are the most highly valued sources of information, as the person trusts or respects them. This explains why 'word-of-mouth' is highly influential and so appealing to marketers.

When Deciding Where to Go for Your Next Holiday, You