Roger's car battery dies while he is on his way to an important meeting. Which step is Roger at in the consumer buying process?

Question

Quizplus · Accepted Answer

Roger is at the first step of the consumer buying process, which is recognizing the problem. He realizes that his car battery has died while on his way to an important meeting. He has not yet searched for information, evaluated alternatives, made a purchase, or evaluated the purchase after the fact.

Roger's Car Battery Dies While He Is on His Way