Which statement does NOT accurately describe consumer decision making?
A) The basic consumer behaviour consumption process revolves around value-seeking activities that consumers perform as they go about satisfying needs.
B) Consumers always proceed through five steps in the decision-making process.
C) Choice does not necessarily mean identifying what brand of product to buy.
D) Both utilitarian value and hedonic value are associated with consumer decision making.

Question

Quizplus · Accepted Answer

While the five-step decision-making process (problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation) is a commonly used model, it is not always applicable to every consumer decision. Some decisions may involve only a few steps or may not involve all the steps in the model.

Which Statement Does NOT Accurately Describe Consumer Decision Making