You have decided to work all summer to save money for the ultimate $2,000 high-definition television with surround sound. Trace the steps of your decision process for purchasing your new television.
What will be an ideal response?
For this high-involvement decision process, you would use extensive decision-making and go through the following steps:
| 1. | NEED RECOGNITION: Your present television has wavy lines and poor sound quality, and you desire a new television set. |
| 2. | INFORMATION SEARCH: You check both internal and external sources of information such as your own knowledge, opinions of peers, information from magazines, and the advice of television sales personnel. |
| 3. | EVALUATION OF ALTERNATIVES: You consider product attributes of various television brands and models in an evoked set. These attributes might include sound quality, looks, price, warranty, brand name reputation, components, and so on. |
| 5. | PURCHASE: You buy the hi-def television after judging alternatives. |
| 6. | POSTPURCHASE BEHAVIOR: You are satisfied with your purchase, which was the result of extensive decision making. Alternatively, you are dissatisfied with your purchase, return the television, and begin the process again. |
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