The consumer buying decision process begins when which of the following occurs within the consumer?

• A. The consumer evaluates the consumer surplus after making a purchase.
• B. The consumer compares prices between different sellers.
• C. The consumer receives a discount offer from a seller.
• D. The consumer recognizes a need or desire for a good or service.

Answer: (D)

Verified step by step guidance

1. Understand that the consumer buying decision process starts internally within the consumer, triggered by a specific event or realization.
2. Identify that the initial step is when the consumer recognizes a need or desire for a good or service, which creates motivation to make a purchase.
3. Note that subsequent steps, such as comparing prices or evaluating consumer surplus, occur after this initial recognition of need.
4. Recognize that external factors like receiving a discount offer may influence the decision but do not initiate the buying process itself.
5. Conclude that the buying decision process begins with the consumer's internal recognition of a need or desire, which sets the entire process in motion.