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Often, simply describing buyers does not provide enough information for targeting and positioning decisions. We need to try to find out why people buy products and brands. When considering how customers decide what to buy. it is useful to analyze how they move through the sequence of steps leading to a decision to purchase a particular brand. Buyers normally follow a decision process. They begin by recognizing a need next they
seek information; then, they identify and evaluate alternative products; and finally, choose a brand. Of course, this process varies by product and situation. Decisions that an Repetitive and for which a buyer has past experience, tend to be routine. One part of study in; buyer decision processes is finding out what, criteria people use in making decisions. Far example, how important is the brand name of a product in the purchase decision?
The strategic marketing process
Journal of Strategic Marketing
SMART is a custom marketing research
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