Ducti is a small company that manufacturers duct-tape wallets.Ducti founder,David Pippenger,discovered there is a large demand for the wallets and watches that Ducti sells.Recent marketing research by Ducti shows that many consumers are concerned about the tattered and worn wallets they carry because of the risk that money,credit cards,pictures,etc.may fall out and be lost-a difference between their ideal and actual situations that is big enough to trigger a decision to buy a new wallet like those Ducti sells.As a result,Ducti aired some ads on various TV and radio programs to activate these consumers' purchase decision process.The content of the advertising's message would MOST LIKELY focus on which stage of the consumer purchase decision process?
A)problem recognition
B)information search
C)alternative evaluation
D)purchase decision
E)postpurchase behavior

Question

Quizplus · Accepted Answer

The advertising message would focus on the customer's problem of carrying tattered and worn wallets, which triggers their decision to buy a new wallet. This fits in the problem recognition stage of the consumer purchase decision process.

Ducti Is a Small Company That Manufacturers Duct-Tape Wallets