When Julia goes to the first class of her Operations Management course, she finds out that in addition to the textbook she already purchased, she also needs a copy of the book The Goal. At which stage of the consumer buying decision process is Julia?
A) Purchase
B) Evaluation of alternatives
C) Problem recognition
D) Information search
E) Prepurchase evaluation

Question

Quizplus · Accepted Answer

Julia is at the stage of problem recognition as she realizes she needs an additional book for her course. She has already made the decision to enroll in the course (which would be the stage of information search) and now she is recognizing a gap in her available resources. She has not yet evaluated any alternatives or made a purchase, so options A, B, D, and E are not applicable.

When Julia Goes to the First Class of Her Operations