According to Five-Stage Model of the Consumer Buying Process, which one of the following sequence is followed ?
Problem Recognition → Information Search → Evaluation of Alternatives → Purchase Decision → Post Purchase Behaviour
Option 4 — Problem Recognition → Information Search → Evaluation of Alternatives → Purchase Decision → Post Purchase Behaviour is correct.
Philip Kotler's Five-Stage Model of the Consumer Buying (Decision) Process traces how a buyer moves from recognising a want to reflecting on the purchase afterwards. The stages must occur in a fixed logical order:
| Stage | What happens |
|---|---|
| 1. Problem Recognition | Buyer senses a need or gap between actual and desired state |
| 2. Information Search | Buyer gathers information about ways to satisfy the need |
| 3. Evaluation of Alternatives | Options are compared on attributes and benefits |
| 4. Purchase Decision | Buyer selects and buys the chosen brand |
| 5. Post-Purchase Behaviour | Buyer judges satisfaction, leading to loyalty or dissonance |
A consumer cannot search before recognising a need, nor evaluate alternatives before gathering information, so only option 4 preserves this sequence.
Why the other options are wrong: Options 1, 2 and 3 all place later stages (purchase, evaluation or information search) ahead of problem recognition, breaking the model's logic.
Takeaway: buying always starts with problem recognition and ends with post-purchase behaviour.
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