The Evaluative Criteria Used by Consumers in the Decision-Making Process

question 25

Multiple Choice

The evaluative criteria used by consumers in the decision-making process may be:

• A) set aside if the consumer finds a better means of making the purchase decision.
• B) used to identify alternative brands for consideration and possible purchase.
• C) invoked during the first stage of the consumer decision process.
• D) objective facts or subjective opinions about the alternatives.

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Definitions:

Current Obligations

Debts or financial commitments that are due to be settled within one year or within the normal operating cycle of the business.

Times Interest Earned Ratio

Operating income divided by interest expense.