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Keisha is planning to buy a new car in keeping with her role as the newest vice president of her company. She was overheard telling a coworker, "The Volvo has reclining bucket seats but the Cadillac has front and back stereo speakers." Keisha is currently in which stage of the purchase decision process?

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jepessoa

Answer:

Evaluation of alternatives

Explanation:

The stages in the purchase decision process are:

  1. Problem recognition.
  2. Information search.
  3. Evaluation of alternatives.
  4. Purchase decision.
  5. Post-purchase evaluation.

During the evaluation of alternatives stage, the customer is comparing different products or services that might satisfy his/her needs. The customer is using all the information gathered during the previous stage to compare which product will satisfy his/her needs better.

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