I always had wondered, how a common person can make up his mind to purchase a specific product. Did he ever thought even a little about his purchase intention or its always impulsive. Well after a precise probe, I came up with the pathway proposed by E. St. Elmo Lewis in 1898. It is being called with various names "Purchase Funnel, Sale Funnel, Marketing Funnel or Customer Funnel".
It is the most common pathway have to be adopted by every rational person. Speaking of rationality, because many emotional consumers don't bother to make rational decisions and they intend to do impulse purchasing or with the concept of Brand love.
Awareness: Common person can get aware of the product through advertisement, promotion, social media or even sometimes WOM.
Interest: Then, person would seek the relevancy about the product. Whether, that product is attractive enough to make a pay on that.
Desire: In the desire stage, person would personally feel the need of that particular product. It may overlook the interest factor by then and make his mood to buy only for his desire or need.
Action: In the last, he would make a purchase and another evaluation would be started known as post purchase. Whether to keep it or trash it. It solely depends upon the performance or experience of that particular product.
No comments:
Post a Comment