Media Guiding Consumers Across Different Stages of the Purchase Process

Abstract

Recent developments in the media landscape have fundamentally changed the way consumers search and use information to guide their purchase decisions. Insight into consumers’ search for and use of information across media is still in its infancy. This paper aims to answer the question: which media are used in what stage of the purchase process for what type of products? A representative sample of 347 Dutch consumers was asked about recent purchases and the role of different media in the purchase process of this specific product. Results showed that media were most important in the stages of the purchase process before the actual purchase was made. Media that were most influential across the total purchase process were the Internet, TV and free door-to-door newspapers. Non-advertising media that were important were conventional shops and Word of Mouth. Consumers indicated that cinema, mail and outdoor advertising were least important in influencing their purchase decision. Various small differences were found between the role of specific media in the various stages of the purchase process. Interesting differences were found between high and low involvement products, between males and females and between younger and older consumers. The paper gives insights into the optimal choice of media and combinations of media for advertising campaigns.