Define Consumer Decision Making?

Can some one elaborate the Decision Making power of a consumer?

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"Decision making is the process of choosing between two or more alternatives; Consumer decision making may be defined as a process of gathering and processing information, evaluating it and selecting the best possible option so as to solve a problem or make a buying choice. - Consumer Decision Making pertains to making decisions regarding product and service offerings. Source: http://in.docsity.com/en-docs/Consumer_Decision_Making_Process_-_Consumer_Behavior_-_Solved_Quiz_"

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"Practice during which consumers establish their demands, acquire information, pass judgment solutions, and make purchasing conclusion. These types of activities usually are determined by psychological in addition to cost effective aspects, and they are motivated simply by enviromentally friendly aspects including ethnic, class, in addition to societal valuations. "

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