Which of the five steps in the consumer buying process is likely to be

QUESTION

Which of the five steps in the consumer buying process is likely to be most affected by a recession?

A) problem recognition
B) information search
C) evaluating alternatives
D) purchase decision
E) postpurchase evaluation

ANSWER

Answer: D
Explanation: D) Purchase decision: I’ll choose this one or not choose at all. Consumers may choose not to buy. Economic forces—recessions, inflation, and the like—certainly affect consumers’ buying power and willingness to buy. Example: The recent Great Recession, with its vanished jobs, foreclosed homes, and destroyed savings, had a tremendous impact on retail sales.