A "Purchase Decision" refers to the process a consumer goes through when deciding whether to buy a product or service. This process typically involves recognizing a need, gathering information, evaluating options, and ultimately making a choice. Factors influencing this decision can include price, quality, brand reputation, and personal preferences. Once a consumer has weighed their options, they reach a conclusion that leads to either making the purchase or opting out. This decision can be affected by external influences such as advertising, peer recommendations, and sales promotions, which can sway the consumer's final choice.