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BRAND-MANAGEMENT-NOTES Understanding the consumer buying decision process is important for a company for two reasons: It highlights very clearly that for certain types of buying decisions, a possibility exists to influence the consumer prior to the actual purchase-taking place. The company should identify all the sources of information that we are likely to use when coming up with alternatives. The company should also determine how best to ensure that the company’s product/service message is used as a source of information by us. The consumer buying decision process also highlights that the purchase does not end with the sale. If our expectations about the product are not realized, then future sales to us may be lost. Furthermore, negative reports to family and friends may also discourage other people from purchasing
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