Sam's car was badly damaged after it accidentally caught fire. When he finds out that it cannot be repaired, he realizes that he has to buy a new car. Which stage of the consumer decision-making process does this represent?
a. Information search
b. Postpurchase behavior
c. Evaluation of alternatives
d. Need recognition
ANSWER: d
This represents the first stage of the consumer decision-making process, which is need recognitionâ€"the result of an imbalance between actual and desired states. Since Sam's car can't be repaired, he realizes that he is in need of a new one. This is the need recognition stage.
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