Protean Path to Purchase Mind-State model

Protean Path to Purchase Mind-State Model

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Path-to-purchase: 3 mind-set stages The decision to purchase is a process consisting of three distinct mind-set states. The amount of time it takes to pass from one g y depends p on the nature of the p purchase,, the significance g of the p purchase and the state to another is variable,, and generally frequency of purchase. Hence, when buying toothpaste the first two states (passive and active) may conflate into a very quick process and the decision seems almost immediate; on the other hand, buying an automobile the passive state can last for many years (most people aren’t consciously in the market for cars most of the time), the active state can last for months and the decision state for a few days – or, the purchaser could waver between the active and decision states for many weeks.

Point in shopping cycle PASSIVE STATE

Not currently in-market, but passively exposed to messages and d fforming i opinions i i

ACTIVE STATE

Consciously in-market, actively seeking information on which to base an ‘informed’ decision

DECISION STATE

Have “all the information needed” and looking for / waiting for the final trigger to make decision

Active Passive

Decision

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Path-to-purchase: information needs Effective communication is dependant on delivering the right message at the right time. Determining at what point in the Path to you intend to influence the target g allows for a strategic g communication p plan that helps p determine where to p place the Purchase y emphasis in marketing communications.

Key communication question

Point in shopping cycle PASSIVE STAGE

Not currently in-market, but passively exposed to messages and d fforming i opinions i i

“To which sources do you go to get information?”

ACTIVE STAGE

Consciously in-market, actively seeking information on which to base an ‘informed’ decision

“What What sources of information trigger your final choice?”

DECISION STAGE

Have “all the information needed” and looking for / waiting for the final trigger to make decision

“From what sources does information come to you?” you?

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Path-to-purchase: approach In each mind-set stage consumers respond to messages in different ways. This chart illustrates a general, rule of thumb pp However,, each category, g y, p product and brand will be different depending p g on the holistic experience p the p product cycle y approach. fulfills for the (potential) customer

PASSIVE STAGE

ACTIVE STAGE

DECISION STAGE

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