Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions

The stage in the consumer purchase decision process that suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions is known as the evaluation of alternatives stage.

During this stage, consumers consider different options or brands that meet their needs or preferences. Here's a step-by-step explanation of how this stage works:

1. Identify the need: The first step is recognizing a need or problem that requires a product or service to address it. This need can arise from various reasons, such as running out of a product, dissatisfaction with the current one, or an emerging desire.

2. Information search: After identifying the need, consumers gather information to evaluate different alternatives. This can involve seeking information from various sources like friends, family, online reviews, advertising, or visiting retail stores.

3. Set evaluation criteria: Once consumers have collected information, they establish a set of criteria that they will use to evaluate different alternatives. These criteria might include price, quality, durability, features, brand reputation, availability, or convenience.

4. Generate alternatives: Based on the established evaluation criteria, consumers generate a list of potential brands or products that might meet their needs. This can involve recalling brands from memory, seeking recommendations, or taking suggestions from advertisements.

5. Evaluate alternatives: Consumers then assess each alternative against their evaluation criteria. They compare the features, benefits, price, and other factors of each brand. Additionally, consumers might refer to online reviews, expert opinions, or the reputation of brands during this phase.

6. Develop consumer value perceptions: As consumers evaluate the different alternatives, they develop value perceptions regarding each option. These perceptions are based on a combination of factors such as price, quality, performance, brand image, and personal needs. The consumer value perceptions play a crucial role in the final choice.

Ultimately, the evaluation of alternatives stage aims to narrow down the options to one or a few brands that best meet the consumer's criteria and provide the most value for their needs.

http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05/

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