Editing Buyer decision process (section)

===Evaluation of alternatives===
[[File:Mahane_Yehuda_shoppers.jpg|thumb|Shoppers inspect the quality of fresh produce at a market in Jerusalem.]]

At this stage, consumers evaluate different products/brands on the basis of varying product attributes, and whether these can deliver the benefits that the customers are seeking.<ref name= "Kotler2009" />&nbsp; This stage is heavily influenced by one's attitude, as "attitude puts one in a frame of mind: liking or disliking an object, moving towards or away from it".<ref name= "Kotler2009" />&nbsp; For example, in high-involvement purchases such as buying a car, consumers may compare numerous models, read reviews, and seek expert opinions; whereas for low-involvement purchases like toothpaste, they may rely on brand familiarity or promotional cues.

{| class="wikitable"
|-
! Customer involvement!! High !! Medium !! Low
|-
| Characteristics || High || Medium || Low
|-
| Number of brands examined || Many|| Several || Few
|-
| Number of sellers considered || Many || Several || Few
|-
| Number of product attributes evaluated || Many || Moderate || One
|-
| Number of external information sources used || Many || Few || None
|-
| Time spent searching || Considerable || Little || Minimal
|}