What is the meaning of consumer decision making?

The process by which a person required to make a choice from the various alternative options is referred to as decision-making.

For example: From the various soaps available in the market-like Lux , Hamam ,Liril , Rexona & so on….the buyer selected Lux

Definition:

According to Haynes and massie, “A decision is a course of action, which consciously chosen for achieving a desired result”.