Tom wants to buy a dishwasher. He consults his friends and looks online for good offers and sales. In the context of the activities included in the consumer decision-making process, Tom is engaged in _____.

Question

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Tom is currently looking for information about dishwashers, which falls under the second stage of the consumer decision-making process, known as the search for information. In the previous stage, need recognition, Tom may have realized that he needed a dishwasher due to a lack of time or desire to wash dishes by hand. However, he is currently engaged in gathering information about potential options, such as through consulting with friends and searching online. The subsequent stages would be evaluating his options and making a choice.

Tom Wants to Buy a Dishwasher