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Purchase Decision Process

This activity is important because consumers pass through various stages as they make choices about which products and services to purchase. Collectively, these stages are known as the purchase decision process.

Behind the visible act of making a purchase lies an important decision process and consumer experience that must be understood for effective marketing. The length of the purchase decision process and time spent in the process will vary by consumer type and product purchased. Marketers study the purchase decision process to help them market their products more effectively.

The goal of this exercise is to demonstrate your understanding the purchase decision process applied to purchasing lunch.

Read the description of the activity and then match it to the appropriate stage of the purchase decision process.

1. Problem recognition: Perceiving a need
3. Postpurchase behavior: Realizing value
5. Information search: Seeking value
7. Purchase decision: Buying value
8. Alternative evaluation: Assessing value

Match each of the options above to the items below.

• You realize you do not have any cash for an off-campus lunch; however, you're not really in the mood for meatloaf, which is the caf's lunch special.

  You realize you do not have any cash for an off-campus lunch; however, you're not really in the mood for meatloaf, which is the caf's lunch special. Open choices for matching No answer 1 2 3 4 5

• After class, you ask your friends what they are planning on doing for lunch and check the caf's menu on your phone.

  After class, you ask your friends what they are planning on doing for lunch and check the caf's menu on your phone. Open choices for matching No answer 1 2 3 4 5

• After a fun lunch with your friends at Panera, your stomach is full and you're caught up on your friends' news.

  After a fun lunch with your friends at Panera, your stomach is full and you're caught up on your friends' news. Open choices for matching No answer 1 2 3 4 5

• While you're sitting in your 11 a.m. class, your stomach growls loudly.

  While you're sitting in your 11 a.m. class, your stomach growls loudly. Open choices for matching No answer 1 2 3 4 5

• You decide that you would much rather have a You Pick Two combination at Panera and stop at the ATM on the way to lunch.