Strategic Planning Lesson 3
This session we discussed about decision making process aka "path to purchase".
We analysed the different phases that make the path to purchase from the moment people realise they need / want a product or service up to the moment they actually buy it, use it and form an opinion about their experience.
Few take out points:
- Decision making process – path to purchase: it is fundamental to understand how people take decision in order to develop the best IMC plan to influence them
- 5 main stages; in each phase consumers are influenced by many factors as their beliefs, friends, opinion leaders, media…in different ways
- At each stage there are situations/influencers that bring consumers close to the brand or out; the tool helps understand those situations so we can use them accordingly
- This tool can be applied to any decision making.
DISCLAIMER: this tool is a it is a simplification of reality to help developing strategies, not reality itself!
Oh, and what stage of path to purchase is Icelandair trying to influence with this activity?