During which phase of the decision-making process do consumers compare different options?

The phase of the decision-making process where consumers compare different options is known as alternative evaluation. During this stage, individuals have gathered information about various products or services and are now assessing their attractiveness relative to one another based on criteria such as features, price, quality, and other important attributes. The comparison helps consumers weigh the pros and cons of different alternatives to determine which one best meets their needs and preferences.

In this context, the other phases play different roles: the information search phase involves gathering data on available options, often before any evaluation occurs. The purchase decision stage follows where the consumer has assessed their options and decides on a course of action, which often leads to selecting a specific product to buy. The post-purchase evaluation phase comes after the purchase, where consumers reflect on their satisfaction with the product, which can influence future buying decisions. As such, alternative evaluation is the critical stage focused specifically on comparing and contrasting the available choices.