Abstract:

Understanding the purchase journey is one of the most important and popular research topics in modern marketing research. The funnel model, which describes a consumer's purchase process by breaking it down into critical stages, has been the dominant framework for understanding the process in marketing since its introduction in the early 20^th century. Models such as AIDMA (attention-interest-desire-memory-action) or AISAS (attention-interest-search-action-share) are familiar examples for professionals in the marketing industry.