Even the smallest purchase requires decision making. Take gum, for instance. It’s not as cut and dried as you might think. Do you choose a breath freshener or fun, fruity flavor? Sugar added or sugar-free? Bubble gum or regular? Stick, ball, tube, tab, ribbon, string….you see where this is going. Decisions are a part of every consumer purchase.
Smart marketing plans require an understanding of the consumer’s decision making process. So let’s take a look at the 4 steps involved in purchase decisions. Keep in mind, the more costly the purchase (i.e. home, car, investment), the more time and energy consumers will likely devote to at least one of the steps. […]