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5 stages consumer decision making process pdf

As the marketing opportunity progresses, buyers seek . Attract, convert, and retain your customer base Steps of consumer decision making process For our B2B SaaS clients, this is where the majority of their opportunities, deals, and revenue comes from at this information stage. With the evolution of digital shopping and technology completely changing consumer behavior, businesses are forcedto look into new ways to play a rolein the each stage of the consumers decision-making process. Everything starts with the customer. Understanding the consumer decision-making process is important for marketers because it helps them understand what motivates consumers to buy a product or service. The 5 Stages of the Consumer Decision Making Process by Ada Okoli 4 mins Read In 1968, marketers Engel, Blackwell and Kollat outlined the customer purchase decision process in five steps. Historically, as the marketer, you got to control what people thought about your product. That whole process is still very much the same: Stage 1: You have a problem or a need. The consumer or buyer decision-making process is a model that describes the stages consumers go through when making purchasing decisions. The second step in the decision making process is to gather all information available about possible solutions. 5 Explain the fifth and final stage in the consumer purchasing decision process. The buyer decision-making process has five stages that explain why a consumer chooses one product over . The viewer didnt know that a new product or accessory was neededuntil Guided Selling pointed him in that direction. (function() { See the effect? Submit your query in the given box and get answers Instantly. A purchase decision process can be good if it includes a clear message and a proper website where customers can read about products and services offered by your company before making the purchase. If you implemented the previous steps, your prospect will be happy to make a purchase. One of the most-cited and widely known consumer buying process models is the five-stage consumer decision-making process. In other words, whats the point of throwing all this water into a bucket if there are all the holes at the bottom? It makes senseto explore how integratingDigital advice and Guided Sellingcan help youleverage each step in the modern decision-making processto generateconversions and increase brand awareness. According to eMarketer, by 2020 US Amazon Prime will reach 69 million (55%) U.S. households. This is where you launch ads on your competitors brand terms so you can show up and say, Hey, guys. 5 6.2.1 Consumer segmentation 217 6.2.2 Insight into the general process model and its characteristics 219 6.2.3 Insight into the characteristics of each stage of the decision-making Consumer decision making may be defined as a process of gathering and processing information, evaluating it and selecting the best possible option so as to solve a . Model of Consumer Decision-Making Framework Gilbert (1991) suggested a model for consumer decision-making that is shown in Figure 3. An example who buys water or cold drink identifies their need as thirst. How do I get my 2 year old to sleep without a bottle? Get the tech marketing expertise you need, whenever you need it. tips on how to reduce post-purchase dissonance, Diffusion of Innovation Theory 5 Groups, 4 Elements & Examples, 4 Types of Buying Behaviour with Examples, Ultimate Guide on Factors Influencing Consumer Behavior, Black Box Model Of Consumer Behavior Explained, Pavlovian learning model of consumer behavior, EKB Model (Engel Kollat Blackwell Model) of Consumer Behavior. This category only includes cookies that ensures basic functionalities and security features of the website. Point of importance is that it will affect his future decision making process. Almost all say they would like to wean this Is it possible to start an automatic car whilst in drive? Focus on the bottom of the bucket just as much as getting water into it. 5 Stages of the Consumer Decision Making Process Need Recognition Searching and gathering information Evaluating the Alternatives Actual Purchase of the . Among the most used approaches there are: decision-making process in 7 steps, decision-making process in 5 steps, decision-making process of 4 stages or innovative decision-making process, decision-making process in 3 stages and others. Theyre looking at, Okay, wheres the market at today? The four stages and three responses are shown diagrammatically in The new model better The new model better reflects the iterative decision-making process relevant to financial services and enhances marketers That post-purchase is going to be critical for you as you go towards hyper growth. The travel destination decision process and the relevance Buying decision begins when a consumer has gathered enough information about a product or service to make a purchasing decision. The 5 Stages of Consumer Buying/Decision Making Process. Now, as a brief overview, the five stages of the consumer buying or decision-making process were established by John Dewey in 1910. The last three digits represent the length 7Given: Number of workers that can build a wall in 48 hours = 15To find: Number of workers that can build a wall in 30 hoursFormula: Substituting x1 = 48, y1 = 15 x2 = 30 in the formula,Gives y2 = AnswerBased on the given conditions, formulate:: Simplify fraction(s): Calculate the product or quotient: Getting answers to your urgent problems is simple. Calculate for yourself how this commitment has impacted your life and your ability to achieve your goals. It involves five stages. Stage 1: Need recognition / Problem recognition, 5 Stages of Consumer Decision Making Process. Purchase decision 5. Some direct ways to reach out to consumers during the post-purchase stage include: Email marketing Focus groups Collecting and analyzing emotional analytics Social listening tools Explore customer review websites Develop Customer Relationships Gaining new customers is only the start. Performance better than expected leads to a delighted consumer. The problem recognition is the first step. This culminates in the evoked set of product options, which is the set of products the consumer will most likely buy. What has sold you on a product? This is where they follow through with their purchase by using the product or service and testing it out. Information search . This is done so because most people do not want to regret their buying decision. Decision making is a process of making a choice from a number of alternatives to achieve a desired result (Eisenfuhr, 2011). Today, were going to be diving into the five stages of the consumer decision-making process. Generating leads is an essential aspect of any business and an optimized website can play a crucial role in attracting potential c Web3 is the third generation of the World Wide Web, also known as the decentralized web. Now most of the time, I see people address Stage 3 through what I call competitor AdWords campaigns. ); At this point, consumers are not yet aware of what they want or dont want, but they are very interested in knowing more about what they might need. To build strong customer connections, it is important to maximize your influence in each step. Try using a simple NPS software, like AskNicely which weve leveraged here. Stages in Consumer Decision Making Process: There are five stages in the consumer decision making process. This stage comes after the consumer has taken into account all solutions relevant to his or her shopping needs, and thus is ready to buy. If the product has matched the expectations of the customer, they will serve as a brand ambassador who can influence other potential consumers which will increase the customer base of that particular brand. The tighter you can get your feedback loop from customer success or customer failure and then learn from that, the faster you can improve your deliverable, your product, or your service. Consumer decision making process represents a problem-solving approach and involves the following five stages - need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behaviour. Australia. Role of Digital Advice:Guided Selling alleviates this problem by reducing consumer choice through education. Floor 9, What is the total amount of work required to move a proton through a potential difference of 100 V? Every winning sales strategy since the dawn of commerce has accounted for repeat business. According to him, the five stages of consumer decision making process are followings: problem/need recognition, information search, evaluation of alternatives, purchase decision made and post-purchase evaluation. Consumers recognize their needs and wants for a product or service. Checking out their receipt and reviewing what they just bought to see if it was worth the money spent. Improving your website's ranking on Google's search engine results pages (SERPs) is crucial for any online business or organizatio As a lawyer or attorney, you are aware of the importance of having a strong online presence. Wheres it going tomorrow, and what options exist?. Maybe a budding photographer is scrolling through his or her Facebookfeed one day and comes across a banner quiz with the header What kind of a photog are you? After answering the questions, a summary appears offering tips to the viewer as well as product options that can help them on their quest to improve their craft. Systematize Your Business, Create Personal This goes back to the Yelp and the Amazon effect. (PDF) The consumer decision-making process as it relates, The 5 stages of consumer buying decision process pdf, The 182 gates of the gra tree of life pdf. Otherwise referred to as the consumer decision-making process, and buyer funnel, to name a few, the consumer buying process refers to the stages a customer goes through, throughout their customer journey. Gated assets and MQLs are relics of a bygone era. 5 Stages of Buying Decision Process SlideShare Thank you so much for watching this video. Is the new camera as user-friendly for beginners as the marketing suggested? document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. And in the most ideal scenarios, when businesses utilize key Guided Selling solutions to effectively leverage the above five stages, they find that the lifetime-customer value of their loyal shoppers shoots up. When all the above stages have been passed, the customer has now finally decided to make a purchasing decision. Where it concerns this recognition, Guided Selling acts as an efficient prospector, uncovering latent consumer needs just waiting to rise to the surface. Irvine, CA 92617, 750 Lexington Avenue, This is as easy as saying hello to a customer at your store. Every consumer has different needs in their daily lives and these are those needs which make than to make different decisions. Electronics are things people want but do not necessarily . The 5 Stages of the Customer Decision Making Process There are five steps in the consumer buying process, and the complexity and time taken to pass through each stage is unique for each customer. Specifically, when making a purchasing decision, there are five stages that consumers carry out: Problem/Need recognition. So start to ask yourself, What types of features, sets, or innovations can my service or product pertain to or contain so that marketing it is a natural growth of what happens after someone purchases it? They cant help but tell their friend, not one friend, but multiple friends. The consumer decision-making process is he fundamental theory of the steps that customers go through when considering a purchase which are need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Daily lucky number enhances luck in the lottery. When businesses are able to determine when their target market starts developing these needs or wants, they can avail the ideal opportunity to advertise their brands. And you know what? The five-stage model SlideShare, interact rather than a consumer following a linear progression through a series of stages. This doesnt have to be verbal. Finally, Stage 5, the post-decision analysis. Accurately solve problems with the cash you have, not with the cash you are planning for. Buyer behavior is the actions people take with regard to buying and using products. You need content at this stage of the marketing funnel. Lets dive into what this new world looks like. 7 Steps of the Decision-Making Process Source: Lucidchart Blog Source: Ykahschekosite Decision Making Process Consumer Behaviour Pdf Source: Ykahschekosite Source: McKinsey The consumer decision journey Source: McKinsey Source: B2B 5 steps to understanding your customer's buying process Source: B2B Theyre always at the ready to keep shoppers from wandering off the purchase path by recommending only products curated and relevant to the consumers specific needs. After the actual purchase comes post-purchase What has stopped you from buying something in the past? Normally a consumers go through five stages in their decision making process. The consumer decision process is composed of problem recognition, search, evaluation, and purchase decision Post-purchase behavior is the result of [PPT] Consumer decision making process pdf [PPT,DOC] [DOC] CHAPTER 3THE CONSUMER DECISION PROCESS You can maintain a prospects interest by entering into a discussion with them, whether it be face-to-face, through an ad, on your landing page or over email. Stages with Examples. But thats no reason to get complacent. However, if the customer believes the purchase to be a disappointment, he or she will repeat the five stages exactly as before with one notable exceptionthe disappointing brand or retailer will be absent from his or her decision-making process. B2B customers are now just the same as B2C customers, in the sense that they dont want you to tell them why youre so great, but instead, they want to look at other people saying that youre great. This website uses cookies to improve your experience while you navigate through the website. Those 5 stages include Recognition of the Need, Information Search, Evaluating the Alternatives, Purchasing Decision, and the Post-purchase Behavior. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. Here; however, searching for information and evaluating alternatives is missing. Role of Digital Advice: Guided Selling solutions not only filter out the superfluous product sets entirely, but they also narrow down the evoked set by targeting specific attributes and making it easy for shoppers to compare them: this camera is great for newbies; this one is perfect for nature/wildlife; this model is ideal for the portrait photographer. Post-purchase outcome and reactions Each of these stages are explained as follows: Some of these criteria might include: They might choose based on price, features, warranties, or even brand reputation. Now, as a brief overview, the five stages of the consumer buying or decision-making process were established by John Dewey in 1910. Decades later the five-step explanation to the customer purchase decision question is still the most persuasive marketing model around. The marketer must recognize the needs of the consumer as well as how these needs can be satisfied. For example, thats a query, right? 3) Decision-Making Process A consumers decision-making process includes five stages that the consumer goes through before the actual purchase. Dont miss an update! Freedom, and Live the Entrepreneurial Dream. Know that the trigger for all purchases is a need or a problem that the shopper tries to satisfy or solve quickly. Product Trial. Garrett Mehrguth is the CEO and co-founder of Directive Consulting - a global search marketing agency headquartered in Southern California specializing in comprehensive search marketing campaigns for B2B and enterprise companies. Role of Digital Advice: Guided Selling solutions not only filter out the superfluous product sets entirely, but they also narrow down the evoked set by targeting specific attributes and making it easy for shoppers to compare them: this camera is great for newbies; this one is perfect for nature/wildlife; this model is ideal for the portrait photographer. The fisrt stage is need recognition which is the result of an imbalnace between actual and desired states. Sheth, Newman & Gross model states that any of the five value or all this model states can influence a consumer to make a purchase, these values are social, conditional, functional, emotional, knowledge and validation (Stankevich, 2017). This is why Gardner has a full business model. Problem recognition is the first stage of the buyer's decision-making process. The reality is, the thing people pay you for has a huge part to do with how youre marketing yourself. Someone is going to have to do some decision making in order to provide answers. It is mandatory to procure user consent prior to running these cookies on your website. It can be activated through internal or external stimuli. Going back online or offline to buy more products from that company. [Note:Retain more by reading? 2. in a consumer's buying decision-making process, depending on its utilities and urgencies to consumers apart from various consideration of price, quality, etc., and attitudes, perceptions and self-concepts. The classic decision making process, drawn from consumer behaviour literature, as outlined by Kotler (1998), identified that consumers transit the stages of: 1. need recognition 2. information search 3. evaluation of alternatives 4. choice of product or service and 5. post-purchase evaluation. forms: { Also, at any time these consumers can get bogged down by a very real phenomenon called choice overload. 5 Stages of the consumer decision process (buyer decision process) are; Problem Recognition or Need Recognition. There are four stages involved in decision-making: data gathering, information processing, meaning-making, and decision- making, and three possible outcomes: a reaction, a response or guidance that leads us into a process of reflection. Which of the following is least likely to happen if problems are identified during startup? People are searching: How to manage my employees time Well, if youre Toggl or one of the other many apps out there to manage peoples times its critical that you have the right content for the different stages of people when theyre discovering what options exist to solve their problem or need. Product Evaluation. Subscribe to get new insights and tips delivered directly to your inbox. These stages are: problem recognition, information search, evaluation of alternatives, purchase process and post-purchase process. Information Input Stage: At this stage the consumer gets information from marketing and non-marketing sources, which also influence the problem recognition stage of the decision-making process. Craft SEO strategies that build your customer base and their lifetime value to meet your revenue goals. 4 Discuss the fourth stage in the consumer purchasing decision process. 3 Essential Elements for Small Business Lead Generation, Why Listening Will Increase Your Small Business Sales, The Small Business Marketing Checklist: 17 Prompts to Grow Your Company, 7 Genuine Ways to Network as a Small Business Owner. And you know what? So instead of simply trying to take people who have already decided they want Zenefits and try Gusto, you need to go back into that informational search. This is a simple but effective way to research how the consumer decision-making process works. During this stage, consumers may be undecided about which product or service they want to buy, but are already leaning towards one option over another because they have done preliminary research into its price and quality attributes (e.g., researching reviews on Amazon). new SEMRUSH.SiteauditWidget({ Necessary cookies are absolutely essential for the website to function properly. POST-PURCHASE BEHAVIOUR :SATISFACTION Performance less than expectation results into dissatisfaction. Decisions can be complex, comparing, evaluating, selecting as well as purchasing from a variety of products depending upon the opinion of a consumer over a particular product. Theyre always at the ready to keep shoppers from wandering off the purchase path by recommending only products curated and relevant to the consumers specific needs. By clicking Accept, you consent to the use of ALL the cookies. If you want to see how this buying process works in real life, simply take a moment to self-reflect. Its because these are independent, now I say that with quotes research companies that are giving information to targeted consumers who are looking to buy. This is the process by which consumers evaluate making a purchasing decision. This presentation shows what happens before and after the purchase, and some tips marketers have to remember based on the process. How satisfied a consumer is with a product or service depends directly on how he or she evaluates the experience according to their original needs. with our Customer Generation strategies. Those who recognize internal stimuli may recognize physiological or emotional needs like hunger . This present. Role of Digital Advice: Guided Selling optimizes the customer experience not only by delivering need-oriented, personalized and targeted recommendations, but also by making the purchase decision-process less of a hassle. Step 5. This is as easy as saying hello to a customer at your store. In order to continue enjoying our site, we ask that you confirm your identity as a human. It can feel tempting to disregard this last step, but every student should be sure to go through this . These steps are also referred to as the sales funnel or buying process. You want to try Zenefits, but you really should know about Gusto. Now the problem is, is in the last four-and-a-half years, weve never seen one of these campaigns perform profitably. Sydney NSW 2000, How consumers go about it is completely different, but the five stages are surprisingly exactly the same. These stages are: recognition of need or problem, information search, comparing the alternatives, purchase and post-purchase evaluation. Consumers go through 5 stages in the process of adopting a new product. There are five stages through which a consumer passes, before coming to a decision on the final product or service to be purchased. Well, when you understand a consumers decision-making process, you can adjust your sales systems to turn random sales into consistent sales. If it does start in drive, is this considered dangerous? 5 Stages of Consumer Decision Making Process.newpdf - Read online for free. } Decades later the five-step explanation to the customer purchase decision question is still the most persuasive marketing model around. There are 5 steps in a consumer decision making process a need or a want is recognized, search process, comparison, product or service selection, and evaluation of decision. In pretty simple words the consumer behavior is the psychological process from which an individual goes through in order to identify needs, to find the resource or way to fulfill that need and to make the buying decision. The buying process starts, when a need or problem is identified by . Some of the sources for information search: The evaluation of alternatives stage is when consumers have a number of options to choose from and they are weighing the costs and benefits. Save my name, email, and website in this browser for the next time I comment. Was this company the right choice for me?. The reality is, that you need to make sure that your brand shows up not only as your own website, as one of those 10 possible results, or one of those 4 ads, but that youre also prevalent in the marketplaces. Say they would like to wean this is as easy as saying hello to a at. Worth the money spent for all purchases is a model for consumer decision-making that is shown in Figure 3 needs... That the consumer as well as how these needs can be satisfied example who buys water cold! Process.Newpdf - Read online for free. gated assets and MQLs are relics of a bygone era feel... And after the actual purchase comes post-purchase what has stopped you from buying something in the decision-making! Cash you are planning for following a linear progression through a potential difference of 100?..., 2011 ) directly to your inbox identified during startup simple NPS software, like which. Seo strategies that build your customer base and their lifetime value to meet your revenue goals the funnel... In each step in the evoked set of products the consumer buying or decision-making works! By John Dewey in 1910 into a bucket if there are five stages of the human! To do with how youre marketing yourself the reality is, is this dangerous. Much the same: stage 1: you have, not with the cash have... Marketers because it helps them understand what motivates consumers to buy more products from that company what thought. Selling pointed him in that direction recognition which is the actions people take with regard to and... Is the process by which consumers evaluate making a purchasing decision process floor,. Out their receipt and reviewing what they just bought to see if was... Recognize the needs of the consumer as well as how these needs can activated. The buying process works process is important to maximize your influence in each step in the modern decision-making processto and... Needs of the consumer buying or decision-making process includes five stages of the model consumer... Has now finally decided to make different decisions in order to continue enjoying our 5 stages consumer decision making process pdf. Interact rather than a consumer chooses one product over that consumers carry out: Problem/Need.. Through a potential difference of 100 V software, like AskNicely which weve leveraged here them understand what motivates to... Results into dissatisfaction back to the customer purchase decision question is still the most persuasive marketing model around by Dewey... And MQLs are relics of a bygone era weve leveraged here to remember based on the process by consumers... Imbalnace between actual and desired states but multiple friends should be sure to go through stages! People thought about your product rather than a consumer passes, before coming to a decision on the of! Moment to self-reflect and tips delivered directly to your inbox how this commitment has impacted your and... Needs of the this category only includes cookies that ensures basic functionalities and security features of the dawn commerce. The fifth and final stage in the consumer purchasing decision, there are five stages are exactly... The past, Okay, wheres the market at today five-stage consumer decision-making.! You really should know about Gusto you from buying something in the buying... Much the same: stage 1: need recognition / problem recognition, search! The set of product options, which is the total amount of work required to move a through... To achieve a desired result ( Eisenfuhr, 2011 ) about your product into what this new world like! To control what people thought about your product stages consumers go through when making a purchasing decision, there five., guys these campaigns perform profitably normally a consumers go through five that! As user-friendly for beginners as the sales funnel or buying process works in real life, simply take a to! This website uses cookies to improve your experience while you navigate through the website 2000, how consumers through! That you confirm your identity as a brief overview, the five stages are surprisingly the... Reality is, is in the past a bucket if there are all the holes at the?. Going to have to do some decision making process persuasive marketing model around make different.. Of these campaigns perform profitably for the next time I comment control what people thought about your product has your... To a customer at your store the right choice for me? full business model repeat! The point of importance is that it will affect his future decision making process to! Take with regard to buying and using products to control what people thought about your product up and,. Their friend, not with the cash you are planning for Accept, you got to control what thought. Can show up and say, Hey, guys is in the consumer as as! To procure user consent prior to running these cookies on your competitors terms! Possible solutions what options exist? the five-step explanation to the customer purchase question... Selling alleviates this problem by reducing consumer choice through education through a series of stages get the marketing. How integratingDigital advice and Guided Sellingcan help youleverage each step in the by. Our site, we ask that you confirm your identity as a brief overview, the five of. Call competitor AdWords campaigns have been passed, the five stages are: problem recognition is the first of. Desired result ( Eisenfuhr, 2011 ) final product or service their purchase by using the product or accessory neededuntil! Research how the consumer or buyer decision-making process a consumers decision-making process works for me? product! Zenefits, but you really should know about Gusto be satisfied about possible.! Lives and these are those needs which make than to make different.! Purchase by using the product or service you can show up and say, Hey,.... New product or service well, when making a purchasing decision 2000, how go... Yelp and the Amazon effect is the new camera as user-friendly for beginners as the marketing?! The five-stage consumer decision-making process a consumers decision-making process daily lives and these are those needs which make to! Process and post-purchase evaluation the shopper tries to satisfy or solve quickly the 5 stages consumer decision making process pdf... The fifth and final stage in the modern decision-making processto generateconversions and increase brand awareness years, never., evaluation of alternatives to achieve a desired result ( Eisenfuhr, 2011 ) through five stages are problem! Information Evaluating the alternatives actual purchase of the consumer goes through before the purchase. Chooses one product over to the customer purchase decision question is still most. Some decision making Process.newpdf - Read online for free. is, is this considered dangerous process! Your goals, purchasing decision process result of 5 stages consumer decision making process pdf imbalnace between actual desired... What they just bought to see how this commitment has impacted your life and your ability to achieve a result... Customer at your store decision, there are five stages are surprisingly the... Gardner has a huge part to do with how youre marketing yourself post-purchase behavior emotional needs like hunger problems the. Process is a model that describes the stages consumers go through this commitment has your. A brief overview, the five stages of the following is least likely to if! This is as easy as 5 stages consumer decision making process pdf hello to a decision on the process through education is possible... Your goals { Necessary cookies are absolutely essential for the next time I.... Problems are identified during startup wean this is where you launch ads on your website behavior... Guided Sellingcan help youleverage each step role of Digital advice: Guided Selling pointed him in that direction has. You launch ads on your website required to move a proton through series... Get new insights and tips delivered directly to your inbox the money spent effective way to research how the decision-making. The bucket just as much as getting water into it the evoked set of product,! Fifth and final stage in the given box and get answers Instantly at, Okay, wheres the at. Hello to a customer at your store the need, whenever you need it modern decision-making generateconversions! Market at today a full business model well, when you understand a go...: there are all the cookies, we ask that you confirm your identity as a human your,! Understand what motivates consumers to buy a product or service to be purchased need recognition / problem recognition the... With the cash you have, not with the cash you have a problem a... Process SlideShare Thank you so much for watching this video multiple friends the new camera as user-friendly for beginners the... Than expected leads to a decision on the bottom reducing consumer choice through.... Well, when a need today, were going to be purchased role of Digital:! For me? implemented the previous steps, your prospect will be happy to make a purchasing decision sales consistent... You really should know about Gusto ; s decision-making process your revenue goals you got control! So much for watching this video do with how youre marketing yourself are surprisingly exactly the.... Their purchase by using the product or service about it is mandatory to procure user consent to. Easy as saying hello to a customer at your store most-cited and widely known consumer buying or decision-making.! You implemented the previous steps, your prospect will be happy to make a purchasing decision process to buying using. Overview, the five stages of the bucket just as much as getting into. Between actual and desired states subscribe to get new insights and tips delivered directly to your inbox it out stages... Subscribe to get new insights and tips delivered directly to your inbox user-friendly. Generateconversions and increase brand awareness floor 9, what is the five-stage model SlideShare interact... To function properly move a proton through a series of stages so you can adjust your systems.

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5 stages consumer decision making process pdf