WAEC Marketing 2023 Theory — Question 3

Model answer

1. Need recognition - Mr. Oke recognises that his family has an urgent need for a television. 2. Information and alternative search - he embarks on searching for information (e.g. through television, adverts) to decide on the actual brand and size of television to buy. 3. Evaluation of alternatives - he weighs the features of different television brands to determine which best satisfies his desires amongst the alternatives. 4. Purchase decision - he decides to buy the particular television that best satisfies his requirements.