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1.2 Understand the consumer

Horizontales
This consumer shops for fun, and therefore shopping does not necessarily mean always making a purchase.
3rd step in the five stage decision-making process.
The buyer who wants to be the first to to purchase and own the latest merchandise.
The person who makes quick purchase decisions.
2nd step in the five stage decision-making process.
This consumer usually waits to see what the latest trends will be and is reluctant to try new products until friends have done so and reported on them.
4th step in the five stage decision-making process.
Verticales
First step in the 5 stage decision-making process.
A friend says "I hear a new burger place just opened downtown- let's try it!"
This buyer is hard to predict or understand. He/she shops in many different places and is not obviously influenced by any one retail element.
The customer who spends time searching for the best price or deal on the item he/she is looking to purchase.
Final step in the five stage decision-making process.
A cue or drive that motivates a person to act.