Consumer Behavioral Process

Consumer Behavioral Process

1. What are the major decision stages

   • Preceding
   • Including
   • Following purchase

2. Who are the decision makers

   • What are their roles?
     • Initiator
     • Influencer
     • Decider
     • Buyer
     • User

3. Where are the locations of the decision

   • Important in media selection

4. When is the timing of each stage

   • Important in media scheduling
     • Duration
     • Importance
     • Purchase cycle