The third stage in the consumer purchase decision process involves evaluating brands in the consideration set based on the evaluative criteria (both objective and subjective) identified during the information search step for the ultimate decision. What is this stage called?
A)postpurchase behavior
B)alternative evaluation
C)purchase decision
D)problem recognition
E)information search

Question

Quizplus · Accepted Answer

This stage is called alternative evaluation, as it involves comparing and evaluating the various alternatives (brands) in the consideration set based on the criteria identified during the information search stage.

The Third Stage in the Consumer Purchase Decision Process Involves