A Consumer Who Is Armed with Information and Is Narrowing

question 47

Multiple Choice

A consumer who is armed with information and is narrowing down his choices by comparing the pros and cons of each remaining option is in the ________ step of the consumer decision-making process.

• A) problem recognition
• B) information search
• C) evaluation of alternatives
• D) product choice
• E) postpurchase evaluation

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Definitions:

BrandAsset Valuator

A model and approach developed by Young & Rubicam for evaluating the strength and value of brands based on four key dimensions: differentiation, relevance, esteem, and knowledge.

Brand Equity

The value and strength of a brand that determines its worth, based on consumer attitudes, recognition, and loyalty.

Differentiation

The strategy of distinguishing a product or brand from competitors to make it more attractive to a particular target market.

Brand Recognition Strategy

Tactics employed by businesses to make their brand easily identifiable and memorable to consumers.