Consumer decision process

Consumer decision process

1. Problem recognition

   • Perceived difference between actual and ideal state
   • -> triggers to take action

2. Internal information search

   • Consideration set (brands)
     • - Prototypically - Brand familiarity - Goals and usage situations - Brand preference
   • Attributes
   • Biases
     • - Confrimatino bias - Inhibition - Mood

3. Pre-purchase search

4. Ongoing search

5. Customer touchpoints

   • Classification by media type
     • - Paid - Owned - Earned
   • Classification by channel
     • - Online - Offline - Mobile
   • Classification by ownership
     • - Customer-owned - Brand-owned - Partner-owned