Which is NOT one of the steps in the consumer decision-making process?

The consumer decision-making process typically includes several key steps: problem or need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Each of these steps is designed to guide customers through understanding their needs, exploring available options, making a choice, and reflecting on their decision after the purchase.

Brand loyalty assessment, while an important concept in marketing, does not constitute a formal step within the traditional consumer decision-making process. Brand loyalty refers to a consumer's commitment to repurchase or continue using a brand over time, which can emerge as a result of the decisions made at various stages, but it is not a standalone step in the decision-making framework. Understanding this distinction helps clarify why "brand loyalty assessment" is not recognized as part of the core decision-making process, making it the correct choice in this context.