Consumer decision making refers to the process individuals go through when choosing whether to purchase a product or service. This process typically involves several stages, including recognizing a need, gathering information, evaluating alternatives, making a purchase, and reflecting on the decision afterward. Factors such as personal preferences, social influences, and marketing strategies can all impact this decision-making journey. During the evaluation stage, consumers compare different options based on criteria like price, quality, and brand reputation. Tools such as online reviews and recommendations from friends can also play a significant role. Ultimately, understanding consumer decision making helps businesses like retailers and marketers tailor their strategies to meet customer needs effectively.