Marketing: Custom Edition for Texas A&M University 17th Edition by William Pride,Ferrell

Exercise 5

The consumer buying process consists of five stages: problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. Not every buying decision goes through all five stages, and the process does not necessarily conclude in a purchase. Interview a classmate about the last purchase he or she made. Report the stages used and those skipped, if any.