Are Consumer Decision Trees Still Relevant in a Path to Purchase World?

La industria CPG ha ido ampliando su visión para abarcar una comprensión más amplia de la ruta de acceso completa a la compra – el proceso que se inicia con las necesidades del consumidor y termina con el uso del producto y la satisfacción. El entendimiento colectivo de la Ruta de Compra está todavía en evolución. Por lo tanto, parece razonable preguntarse si el árbol de decisión del consumidor (CDT) sigue siendo relevante para el proceso.

Os dejamos el siguiente artículo de nuestros partners en el área de ventas de Consumo y Retail en USA: Dechert Hampe Consulting

The CPG industry has been expanding its view to encompass a broader understanding of the complete Path to Purchase – the process that begins with consumer needs and awareness and ends with product usage and satisfaction. Our collective understanding of the Path to Purchase – and how to define it for any given category – is still evolving. So it seems reasonable to question whether the Consumer Decision Tree (CDT) is still relevant to the process.

We believe the CDT is still key to understanding shopper attitudes and mapping purchase behavior in the store environment. However, the CDT must be created with the perspective of what consumers will do in a given circumstance and why. Too often, CDT methodologies have relied on purchase data alone. Purchase data is great for telling us what consumers have done. But it does little to tell us anything about the buying occasion, product attributes, or store conditions that caused or influenced the shopper to make a purchase decision.

The CDT must also answer several key questions:

1. Under what set(s) of circumstances do consumers approach a category differently? Examples might be in-home versus out of home or immediate versus future consumption.

2. How do the relevant attributes and their relative influence differ given one set of circumstances versus another? Examples might be package size for in-home versus out of home situations.

3. How does the CDT differ by key shopper segments, channels, or particular retailers? Women may approach a category differently than men, and the decision process may be quite different in a discount store than a convenience store.

DHC approaches the development of the CDT with this holistic view of the Path to Purchase in the forefront. Our methodologies are designed to capture not only the what, but the when and why of how purchase decisions are ultimately made.

To view a Case Study of how DHC develops CDT’s that remain relevant in a Path to Purchase approach click here.

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