Edgar received a text message from Groupon this morning, letting him know about an opportunity to take a series of five horseback riding lessons at a nearby stable for $199, a value of $400. Edgar has always wanted to try horseback riding, so he bought the Groupon. The Groupon first affected Edgar in the stage, as the Groupon highlighted the difference between his ideal and actual states. a. problem recognition b. information search c. alternative evaluation d. postpurchase behavior e. purchase decision

The correct option is letter A. problem recognition.

Explanation:

Problem recognition is the process a consumer undergoes to recognize a need, a want, or a problem. In other words, the consumer realizes there is a difference between his actual state and his desired state. Such realization can come from stimuli such as hunger, tiredness, thirst, etc. - internal stimuli. It can also be caused by external stimuli. In Edgar's case, the external stimulus was the discount offered. He may have never felt the need to take horseback riding lessons, but he was urged by the lower price.