What term describes the process of evaluating different options before making a purchase decision?

The process of evaluating different options before making a purchase decision is known as alternative evaluation. This phase occurs after the consumer has recognized a need and gathered information about potential products or services. During alternative evaluation, the consumer compares the available choices based on various criteria such as price, quality, features, and brand reputation. This assessment helps narrow down options to the most suitable one, ultimately guiding the consumer toward a more informed purchasing decision.

In contrast, need recognition refers to the initial realization by a consumer that they have a need or want that must be satisfied. Information search is the step where the consumer seeks out data about different products or services that might fulfill that identified need. Post-purchase evaluation occurs after the purchase has been made, where the consumer reflects on their satisfaction with the product and the decision made. Each of these stages plays a distinct role in the overall purchasing process, focusing on different aspects of consumer behavior.