Which of the following is not a stage in the decision-making process?

The decision-making process typically consists of several key stages that consumers go through when making a purchase. These stages commonly include problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior.

The stages listed as options A (Information search), B (Alternative evaluation), and D (Post-purchase) are all recognized components of this process. Information search refers to the stage where consumers seek out information about products or services after recognizing a need. Alternative evaluation occurs when consumers compare the different options available to them before making a decision. Post-purchase behavior involves the evaluation of the product after it has been purchased, which can influence future purchasing decisions and brand loyalty.

In contrast, brand endorsement, while an important marketing strategy, is not a stage in the consumer decision-making process itself. It refers to the practice of having well-known figures promote products or services, which can influence consumer perceptions but does not describe a phase that consumers go through as they make their purchasing decisions. Therefore, brand endorsement stands out as the option that does not fit within the established stages of the decision-making process.