Bob's best friend Mike turns 25 next week. Bob decided to purchase Mike a tablet device/e-book reader as a present. Because Bob has purchased three personal computers and other consumer electronic devices over the past five years, he scanned his memory for various brand options.
This is an example of what part of the consumer purchase decision process?

A. evaluative criteria
B. antecedent states
C. internal search
D. recollection search
E. external search

C. Internal search

Explanation:

The situation in which a consumer or an individual refers to his own memory or recollection for a product, where the individual selects from alternative options from his or her memory is known as Internal search. In this scenario, given his personal experience with personal computers and consumer electronic devices, Bob is able to refer to his own memory for various brand options he feels is the best and want to purchase from.

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