Smart companies research the buying decision process involved in their product category. They as consumers when they first became acquainted with the product category and brand. What they are brands believes are , how involved they are with the product. How they make their brands choice, and how satisfied they are after purchase.
How can marketers learn about the steps in the buying process for their product? They can think about how they themselves would asked intro spective method. They can interview a small number of recent purchases, asking them to recall the events leading to their purchase retrospective method . They can locate customers who plan to buy the product and ask them to think out loud about going through the buying process prospective method. Or they can ask consumers to describe the ideal where to buy the product prospective method. Each method yields a picture of step in the consumer buying process.
