Consumers Buy Products They Like.  Whether Purchasing a Candy Bar of a New Car, There are Six Steps to the Consumer Purchase Process:

The classic Lavidge & Steiner purchase model describes six steps in the consumer purchase process. Marketing costs are minimized if companies can create emotion to quickly move consumers from "awareness" to "purchase."

. Six Steps of the Consumer Buying Process............

Consumers first become aware of a new product, then progress to knowledge and liking (cognitive). Next steps of preference and conviction begin to tap emotion (conative), and finally lead to purchase of the product. The marketing goal is to move the customer ‘QUICKLY" through this buying process.

Think of the buying process as a series of steps:

Most companies spend inordinate amounts of money on the "knowledge" step as they deliver product specifications in an almost never ending stream. This is a high focus on the "rational" component of the decision.

Effective marketing strategies create a desire and emotional appeal for the product up front, which quickly pulls the customer to conviction and, ultimately, purchase.

The only way to create an emotional appeal is to have an understanding of how the product is emotionally "coded" in the customer's brain. We call this coding, an IMPRINT.

Decoding.com  uses unique focus group research techniques to decode these imprints so that marketing dollars can be spent creating emotional appeal. Rational appeal strategies generally waste money, time, and annoy the customers.

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