In which step in the consumer-decision making process will a consumer narrow down choices deciding on feasibility, and comparing the pros and cons of each remaining option? A. Problem recognition B. Evaluation of alternatives C. Product choice D. Post-purchase evaluation E. Information search

B. Evaluation of Alternatives

Explanation:

Consumer- Decision Making

This is also know as Buyer decision making. It involves the decision making process that buyers or customers goes through before, during and after the purchase of a good or services. According to John Dewey, we have 5 stages, and these are:

1. Problem of need recognition

2. Information search

3. Evaluation of alternatives

4. Purchase

5. Post - Purchase behavior

The step described in the question is Step 3 which is EVALUATION OF ALTERNATIVES. At this stage, customers evaluate all the products available on a particular scale of attributes. The consumers or buyers narrows down the number of choices at this stage by comparing the advantages and disadvantages of the products. They assess the value of all the products so as to be able to make a decision for the purchase.

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