Heather normally uses a popular brand of cosmetics, but recently started having problems anytime she wears the makeup. At the drugstore, Heather gathers information about other cosmetics companies and compares them to the products she is using. What is the next step in the buying decision process for Heather to take?

purchase decision

Explanation:

The five steps in the buying decision process are:

Problem or need recognition Information search Evaluation of alternatives Purchase decision: at this stage the consumer already has evaluated possible alternatives and is ready to purchase the good or service that they consider will satisfy their needs. Post-purchase behavior

The correct answer is letter "D": Make a purchase decision.

Explanation:

Making a purchase decision is one of the final steps in the buying decision process. In this stage, consumers have already identified the decision, gathered information, identified alternatives, and weighed the evidence.

Then, individuals select one choice among the different variables to later take action and make the purchase according to the resources that are necessary to acquire the good or service desired.

Thus, as Heather has already gathered information and compared cosmetic brands with the one she is currently using the subsequent step she will be involved in is making a purchase decision.