Path to purchase

Date of publication: October 1, 2015

Abstract:

Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its utility for marketing researchers is at best limited. The paper will discuss why this concept is not useful for researchers and what we researchers should be worried about instead.

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