The buying process begins with a comparison of available alternatives. True or False?

The buying process begins with the recognition of a need or problem that a consumer wishes to address. This first step is commonly referred to as need recognition, where consumers identify their want or desire for a product or service. Only after recognizing this need do consumers move through stages that involve gathering information, comparing available alternatives, and making a decision.

Therefore, stating that the buying process starts with a comparison of alternatives is incorrect. The comparison of alternatives occurs later in the process, specifically after information gathering. This is crucial for marketers to understand, as it highlights the importance of influencing consumers at the very beginning of the buying journey by effectively communicating the need for their product or service.