Understanding Consumer Decision-Making with Means-End Research - Rockbridge Associates, Inc. | Marketing Research | Scoop.it
One of the toughest, yet most important, aspects of marketing is understanding why consumers make decisions. Why does a soccer mom drive an SUV instead of a mini-van? Why does a teenager drink Coke instead of Pepsi? In these examples, product features rarely drive consumer choice. Consumer decision making goes much deeper than that. Marketers …