What is one of the initial steps a consumer should take during the pre-shopping phase?

During the pre-shopping phase, gathering information on costs is an essential initial step for consumers. This process involves researching and understanding the price ranges of products or services that they are interested in purchasing. By familiarizing themselves with costs, consumers can set a realistic budget, identify potential deals or promotions, and avoid overspending. This foundational knowledge empowers consumers to make informed decisions, ensuring they are prepared when they eventually begin shopping.

Engaging in this step also aids in comparing different options, which can save time and enhance the shopping experience. By knowing what is reasonable or average regarding pricing, consumers can better assess value and quality in relation to the costs they encounter later on.

The other actions mentioned, such as buying the most expensive item or visiting a single store, bypass crucial research and decision-making processes that could lead to regrettable purchases. Likewise, while comparing brands is important, it should typically follow initial research on costs to ensure that comparisons are relevant and effective.