Assignment 2 – Path to Purchase
Assess your path to purchase on a high-involvement purchase and analyze your decision.
This assignment has two parts.
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.