When Do Consumers Decide to Pick Your Brand?

Why do consumers pick certain products? When do they decide to buy those specific products? When is their purchase decision influenced?

These are all extremely important decisions for your marketing strategy. The recession seems to have scrambled the purchase decision criteria for a lot of consumers. The only way to know is to watch and ask. Research will give you the insights that will guide your strategy. There is a good article in Ad Age this week by Rick Roth.

Boost Your Brand by Understanding the Path to Purchase - Advertising Age - CMO Strategy

There was also an article in Ad Age about P&G shifting their focus and resources to in store promotion. My guess is that they have done the research and understand that in this new economic environment more and more purchase decisions are being made in store based on price and placement.