Floyd Inc., a manufacturer of washing machines, encourages customers to choose their brand through extensive marketing. Features of Floyd's products are compared with those of other brands, and customers are made to see the benefits they get from purchasing Floyd's products. Which step of the consumption chain does this scenario depict?

Question

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This scenario depicts the third step of the consumption chain, which involves how consumers make their final selections. Floyd Inc. is using marketing strategies to influence customers to choose their brand over others by comparing the features of their products with those of other brands and emphasizing the benefits customers get from purchasing their products. This step occurs before customers order and purchase the product (fourth step) or use the product and potentially need help or return/exchange (eighth and ninth steps).

Floyd Inc, a Manufacturer of Washing Machines, Encourages Customers to Choose