In which stage of the consumer buying decision process are each of the following
ID: 380198 • Letter: I
Question
In which stage of the consumer buying decision process are each of the following? 1. A recent college graduate reads Consumer Reports to compare automobile ratings. 2. On the first day of class, a student finds out that a programmable calculator is needed for the course, but she doesn’t own one. 3. After purchasing an evening gown, a woman decides that it is not quite appropriate for her special occasion. 4. A car buyer gets a loan to purchase a new car. 5. A teenager compares numerous MP3 players and narrows the choice down to two players. 6. While on the way to work, a person’s automobile stalls and will not start again. 7. At an open-house party, a guest realizes that the host already owns the gift he plans to give. 8. A person receives a sample package of laundry detergent in the mail and uses it to wash a load of clothes.
Explanation / Answer
1. A recent college graduate reads Consumer Reports to compare automobile ratings
This is generally the Information Search stage of the consumer buying decision process because in this stage the consumer search for the actual product which will serve the objective and purpose that the consumer is looking for.
2. On the first day of class, a student finds out that a programmable calculator is needed for the course, but she doesn’t own one
This is the Problem or Need Recognition stage where the consumer actually evaluates and understand the need for the product which will serve the purpose.
3. After purchasing an evening gown, a woman decides that it is not quite appropriate for her special occasion
This falls under post-purchase behavior and deals with the product after the purchase here in this context the expectation of the consumer is not met after purchase.
4. A car buyer gets a loan to purchase a new car
Getting a loan in this context in order to buy a car falls under the Purchase Decision stage because with the loan the motivation will work positively and the consumer may decide in favor of purchasing the car.
5. A teenager compares numerous MP3 players and narrows the choice down to two players
This stage is generally the Evaluation of Alternative stage where the consumer conducts a comparative study of the products and evaluate alternatives for the product.
6. While on the way to work, a person’s automobile stalls and will not start again
This incident falls under the Problem or Need Recognition stage because the automobile stalls and he knows it will not start again and hence he understands the problem.
7. At an open-house party, a guest realizes that the host already owns the gift he plans to give.
This is the Purchase decision stage because the person comes to know that the host owns the gift he plans to give and he needs to change his accordingly.
8. A person receives a sample package of laundry detergent in the mail and uses it to wash a load of clothes
This is the Post-Purchase behavior stage because he has received the product and is using it to wash a load of clothes.