Customers in the Consideration phases need to assimilate a certain amount of information before they can progress to purchase. The order in which they collect this information doesn’t really matter but once they have all the pieces, they are ready to transact.
Typically customers have between 4 and 6 brands on their shortlist when they enter the Passive Consideration phase. By the time they exit the Active Consideration phase, they have refined that down to 1, maximum 2 specific products.