Objective and subjective product criteria are developed during the alternative evaluation stage of purchase decision.
Alternative evaluation is the the third stage in the consumer buying decision. It refers to the stage in the buying decision process in which the buyer uses information gathered to make a final choice between the products in the evoked set.
The alternatives should reflect different approaches to the problem or different priorities across objectives, and should present decision makers with real options and choices
Hence, objective and subjective product criteria are developed during the alternative evaluation stage of purchase decision.
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