1. Example the consumer decision-making process that is illustrated in Figure 3.1. Think of a recent high-involvement purchase you made that involved every step in the process. Discuss each of the steps, especially the information search and evaluation of alternatives.

2. Some marketers feel that grouping consumers into age cohorts like millennials, baby boomers, and so forth, results in unreliable generalizations and that such strategies might not be successful. Give the pros and cons of this argument.

• Make sure you apply marketing concepts and theories learned from the course content and add new insights or implications from external sources.
• Proper referencing (APA style) is required including a detailed reference list containing all the cited sources. All references mentioned in the reference list are cited in the text, and vice versa.
• Your response should be no less than 200 words and this word count only includes your answer.

Consumer Decision Making Process 01 Need Recognition The first step is to realize/recognize the need. For example: Communication is a need. 02 Search for Information Check what kind of products can be used to satisfy the need. For example: Need for communication can be satisfied with an old schooled mobile phone or a smart phone. 03 Evaluation of Alternatives The consumer now evaluates all products and brands which satisfy his need. For Example: Smartphones are expensive but satisfy various needs, while old-schooled phones are cheap. 04 Purchase Decision Make the appropriate purchase. For Example: The consumer needs a durable cheap phone. Hence he would purchase a simple Nokia phone. 05 Post-Purchase Evaluation After the purchase is made, the consumer analyzes if he has made the right decision. In case, if he realizes that he has made the wrong decision, he faces Cognitive Dissonance. If he has made the right decision, he faces delight