Bob's friend Mike turns 21 next week and will have a party.Bob decided to purchase an MP 3 player as a present.Because they like the same music Bob scanned his memory for various brand options.This is an example of what part of the consumer purchase decision process?
A)memorization
B)external search
C)evaluative criteria
D)antecedent states
E)internal search

Question

Quizplus · Accepted Answer

Bob is conducting an internal search by scanning his memory for brand options that he is already familiar with. He is not actively seeking out new information about different brands, which would be external search. Memorization and antecedent states are not part of the consumer purchase decision process. Evaluative criteria is a consideration when evaluating different brands, but Bob is not at that stage yet.

Bob's Friend Mike Turns 21 Next Week and Will Have