Ken's car battery dies while he is on his way to an important meeting.Which step is Ken at in the consumer buying process?
A) Evaluate the alternatives
B) Purchase
C) Recognize the problem
D) Search for information
E) Evaluate after purchase

Question

Quizplus · Accepted Answer

Ken is currently in the first stage of the consumer buying process, which is recognizing the problem. The problem here is that his car battery has died and he needs it to start the car to continue on to his important meeting. Ken has not yet started searching for information on how to solve this problem, evaluating alternatives, making a purchase, or evaluating the purchase after the fact.

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