In which of the five steps to consumer decision making does the consumer experience satisfaction or dissatisfaction with the purchase?

A) Problem recognition.
B) Information search.
C) Alternative evaluation.
D) Purchase.
E) Post-purchase evaluation.

Post-purchase evaluation is the step in which the consumer experiences satisfaction or dissatisfaction with the purchase. This is because after making the purchase, the consumer evaluates whether the product or service met their expectations or not. If the consumer is satisfied, they are more likely to become loyal customers and recommend the product or service to others. If they are dissatisfied, they may return the product, give negative feedback, or switch to a competitor's product.