Tiffany is a purchasing manager of computer and software equipment for her company, which employs about 350 individuals. She subscribes to PC Magazine and several other trade publications that review computer hardware and software. In addition, Tiffany is an active user of online forums and often reads reviews that other purchasing managers post about different computer models. Tiffany spends about 1-2 hours each week reviewing information through these sources before making purchasing decisions. What stage of the consumer decision process is Tiffany most likely in?
A) information search
B) problem recognition
C) evaluation of alternatives
D) purchase

Question

Quizplus · Accepted Answer

Tiffany is gathering information from various sources before making purchasing decisions, which indicates that she is in the information search stage of the consumer decision process.

Tiffany Is a Purchasing Manager of Computer and Software Equipment