Graphically represent the consumer decision-making process described in the following paragraph: The consumer first becomes aware of

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Graphically represent the consumer decision-making process described in the following paragraph:

The consumer first becomes aware of the need.

Then the consumer simultaneously searches for information from several sources: retailers, advertising, word of mouth, and independent publications. After that a criterion is developed for evaluating the available brands in the marketplace. Based on this evaluation, the most preferred brand is selected.

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Marketing Research: An Applied Approach

ISBN: 187937

3rd Edition

Authors: Naresh K. Malhotra, David F. Birks

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