The term "path to purchase" refers to the journey or sequence of steps that a consumer takes from initial awareness of a product or service to the final decision and action of making a purchase. It encompasses the various stages, touchpoints, and influences that shape a consumer's decision-making process throughout their shopping experience. In-store selection plays a significant role in the … [Read more...]
The Consumer Decision Tree
The Consumer Decision Tree explained Also called product hierarchies, consumer decision trees are graphical records which assist manufacturers and retailers to understand consumer buying habits and the decision-making processes followed by individuals while shopping a category Think about how you make a decision to buy a product, it will be driven by a need or want in most cases, yes all those … [Read more...]
What is Category Management in CPG?
Category Management is the primary platform from which CPG (Consumer Packaged Goods) brand owners interact with retailers. Category Management provides the language, process framework, and metrics for communicating all strategic and tactical recommendations to the retailer. Where did it start? Back in the early 90’s a process was developed to help retailers and suppliers manage the category … [Read more...]