Rita needs to buy a tent, sleeping bag, and hiking boots for a two-week camping trip in the mountains. She has never bought camping equipment before and assesses what other equipment she may require during her trip. She also asks her friends, who have gone camping before, what equipment she should buy. Once she has purchased all the camping gear, she evaluates whether she made the right purchases. In this situation, Rita is engaging in:

When a customer is buying a product of a high value like a car for example (which doesn't occur on an everyday basis ) or the product they have never bought before, they would want to make the best purchasing decision.

They will embark on the journey to collect as much information as one can through the internet, recommendations and other search methods.

Rita hasn't bought any camping equipments hence she is relying on recommendations from her friends in order to choose the best camping equipment and the quality one .