Tiffany is a purchasing manager of computer and software equipment for her compa
ID: 360929 • Letter: T
Question
Tiffany is a purchasing manager of computer and software equipment for her company which employs about 350 individuals. She subscribes to PC Magazine and several other trade publications that review computer hardware and software. In addition, Tiffany is an active user of online forums and often reads review that other purchasing managers post about different computer models. Tiffany spends about 1–2 hours each week reviewing information through these sources before making purchasing decisions. What stage of the consumer decision process is Tiffany most likely in?
a. purchase
b. evaluation of alternatives
c. problem recognition
d. information search
Explanation / Answer
d. information search
Information search is for responding to the problem recognition. Tiffany used online forums and subscribed to the magazine in order to comprehend the latest models available in the market and what are expert reviews upon the same. Based on this information search, she would be able to narrow down her alternatives of which computer model to buy and further evaluation of the same would help her take the decision of her purchase. Hence Tiffany is most likely in the ‘Information search’ phase.