Sam's car was badly damaged after it accidentally caught fire. When he finds out that it cannot be repaired, he realizes that he has to buy a new car. Which stage of the consumer decision-making process does this represent?
problem recognition (or recognition of a need): this is the first stage of the buying process. At this stage the buyer realizes that he/she has an unsatisfied need or want. The buyer will try to change his current state by satisfying his/her need.
information search
evaluation of alternatives
purchase decision
post purchase behavior
Sam just realized that he needs a new car that satisfies his transportation needs.
