Normally, BC bottling company attaches plastic labels to its bottles. However, a new regulation requires that the company now use fabric labels. To use this latest innovation, BC bottling company must now source these fabric labels from another company. This is an example of:

A. a modified rebuy situation.
B. vendor analysis.
C. need recognition.
D. a straight rebuy situation.
E. an RFP.

C need recognition

Explanation: This is the first stage of the Consumer Decision Process in which the consumer is able to recognize what the problem or need is and subsequently, what product or kind of product would be able to meet this need. It is oftentimes recognized as the first and most crucial step in the process because if consumers do not perceive a problem or need, they generally will not move forward with considering a product purchase.

The correct option is C. Need Recognition.

Explanation: Need recognition is the first step in the consumer decision process, it can also be called problem identification.

Need recognition occurs when a consumer/organization realizes that they have an unmet need that needs to be fulfilled.

This is a very crucial stage in the consumer decision process because if a consumer does not perceive a need, there will be no further step taken to complete a purchase.

In the situation above, BC bottling is in the need recognition stage of the consumer decision process because they have realized that they have a need to be filled, which is sourcing for fabric labels.

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