Question

Marketers describe the way a consumer processes information to arrive at brand choices as ________.

Answer 1

Alternative evaluation is what Marketers characteristic the way the consumer make information to arrive at brand choices as alternative evaluation.  After buying a product, the consumer will be satisfied or dissatisfied and will engage in post purchase behaviour. The relationship between the consumer's expectations and the product's perceived performance determines whether the buyer is satisfied or dissatisfied with a purchase.