Which term is used for the process where a consumer evaluates and ranks options?

The term that refers specifically to the process where a consumer evaluates and ranks their options is indeed "Evaluation." During this stage of the decision-making process, consumers gather information about different products or services, compare features, prices, and benefits, and assess how well each option meets their needs. This critical phase helps narrow down choices and influences the final decision, guiding consumers toward the option they perceive as the best fit.

The other processes mentioned are related but distinct. "Search" refers to the phase where consumers actively seek out information about products or services. "Decision" typically denotes the moment a choice is made, while "Post-purchase assessment" occurs after a purchase, involving the evaluation of the product's performance against expectations. Understanding the concept of evaluation is essential, as it informs how marketers can position their products and communicate value to effectively influence consumer choices.