Advertising Methodology (6) - Purchase Funnel

Closely related to the Target Market is a need to understand how the consumer buys the product. How do they choose the product they are going to buy and where do they look for information? Looking at a simple sales funnel model, it is important to understand how a member of the target market moves from being a prospect to a customer.

• What is the purchase cycle for this product?
• Who is involved in the purchase cycle?
• How long is the purchase cycle?

You might even consider a trip to a point-of-purchase to observe the shopping behavior.