Pre-tail activities primarily include:

Pre-tail activities encompass the actions that consumers take prior to making a purchase. The correct answer focuses on the process of researching and comparing alternatives, which is a critical stage in the buying journey. This phase allows consumers to gather information about different products, assess features, prices, and brands, and ultimately decide which option best fits their needs before they make a purchase.

This thorough research is essential because it enables consumers to make informed decisions, which can lead to higher satisfaction with their purchases. In contrast, shopping in brick-and-mortar stores typically involves the act of purchasing or directly interacting with products, which falls under post-tail activities. Purchasing products and returning unwanted purchases clearly occur after the pre-tail phase as they involve actions taken after a decision has been made. Thus, the correct identification of researching and comparing alternatives as a pre-tail activity highlights its importance in guiding consumers toward their eventual purchases.