PGDDB_Assignment 2_Path to Purchase_Mihai Pavel.docx -...

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Assignment 2 – Path to Purchase Assess your path to purchase on a high-involvement purchase and analyze your decision. This assignment has two parts. PART 1 Pick a recent high-involvement purchase that you made within the last year. Some examples are a television, a new car, holiday travel, or even a home rental or purchase. 6 months ago we moved to a larger house with no washing machine/dryer and we had to look on the market and buy ourselves a new washer and dryer. Assess your path to purchase in making your decision. What specific touchpoints (websites, apps, retail, e-commerce, friends, experts, social media, business call centers) did you interact with while researching and making your decision? In a diagram, map out these different touchpoints. You can organize your map using one of the two choices below: By psychological stages of the marketing or purchase funnel. What did you use during awareness, consideration, preference, action, loyalty, and maybe advocacy By chronological stages.

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