Kirk, an Avid Ultimate Fighting Champion (UFC)fan, Is Glued to the Television

Multiple Choice

Kirk, an avid Ultimate Fighting Champion (UFC) fan, is glued to the television screen at his local sports bar every Saturday evening as he watches his favourite fighters. He thinks pay-per-view matches would be more enjoyable at home if he had a high-definition big screen television. Kirk has begun talking with his friends to learn more about the various brands of high-definition big screen televisions available. In which step of the purchase decision making process is Kirk engaged?

A) information search
B) evaluation of alternatives
C) problem recognition
D) purchase decision