Question

Mary, an independent sales representative, is hindered in her ability to be in contact with clients because of dropped calls on her cell phone. Her decision to purchase a cellular booster for her phone reflects Mary has just proceeded through the _____ stage of consumer decision making.

a. evaluative categorizationb. cognitive dissonancec. need recognitiond. purchase evaluation

Answer 1

Answer: c. Need recognition

Explanation: Mary has just proceeded through the need recognition stage of consumer decision making. This is because she discovered an issue that needed to be resolved that affected her ability to be in contact with her clients. The need recognition stage of consumer decision making as the first stage of the consumer decision making process refers to the instance where a consumer recognizes that a need exists that needs to be satisfied. The need can be triggered by internal stimuli or external stimuli. Mary researched what kind of need she has, what brought it about, and possible ways to deal with the need.