No such thing as a green consumer?

Home page

Project team

Research methods

Project outputs

The Purchase Process Model

Consumer Typology

Marketing Issues

The Purchase Process Model     >Intro     Go to: 1 2 3 4 5 6 7 8 9 10      Prev | Next

We interviewed over 80 individuals about more than 130 purchases and we found that buying technology products can be a very complex process. We also discovered that very few purchase processes are alike – even for the same person! However we have uncovered some basic principles that can be used to describe any purchase process. We developed a model that can be used to summarise the different components of a purchase process. Every purchase will involve different parts of this model in different combinations and sequences. We have used this model to analyse all the purchases in our interview data because it allows us to compare them with each other and look for patterns.

The different parts of our purchase process model are illustrated in this interactive sequence (with navigation via the links above)