Jacob is a purchasing manager of computer and software equipment for his company, which employs about 350 individuals. He subscribes to PC Magazine and several other trade publications that review computer hardware and software. In addition, Jacob is an active user of online forums and often reads reviews that other purchasing managers post about different computer models. Jacob spends about 1-2 hours each week reviewing information through these sources before making purchasing decisions. What stage of the consumer decision process is Jacob most likely in?
A)Information search
B)Problem recognition
C)Evaluation of alternatives
D)Purchase

Question

Quizplus · Accepted Answer

Jacob is most likely in the information search stage of the consumer decision process. He is actively seeking out information about computer and software equipment through various sources before making a purchasing decision.

Jacob Is a Purchasing Manager of Computer and Software Equipment