Does the buying process begin with a comparison of available alternatives?

The buying process does not begin with a comparison of available alternatives; instead, it typically starts with the recognition of a need or a problem that the consumer intends to address. This initial stage, known as need recognition, prompts the consumer to seek solutions, which may involve considering various alternatives later on.

The consumer then moves into the information search phase, where they gather relevant information about potential solutions or products that can fulfill their needs. Once this information is collected, the comparison of available alternatives occurs during the evaluation of alternatives stage. Therefore, stating that the buying process begins with a comparison fails to take into account the crucial initial steps of need recognition and information search that precede this comparison.

Understanding this framework highlights the structured nature of consumer decision-making and emphasizes that the purchasing journey is a process with distinct stages, rather than a single step that jumps directly into comparing options.