The customer centricity report goes in depth in the customer purchasing decision, and this take shape of the purchase funnel. The Purchase Funnel which is an overview of the steps in customer’ purchases – Awareness, Consideration, Preference, Purchase Intention, Market Share, Loyalty and Advocacy.
•Awareness – Extent to which a product is recognized by potential consumers and is correctly associated with a particular product.
•Consideration – Consumer evaluation of how your offering meets this need, including the evaluation of offerings from your competitors.
•Preference – A consumer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision.
•Purchase intention – Consumers will intend to purchase the product if they can find it
•Market share – Consumer has bought your product.
•Loyalty – Likelihood that previous consumers will continue to buy your product.
•Engagement – Consumers will promote and recommend your product.
The purchase funnel can be examined by products and by consumer segment (using drop down menus).
Figure 21 – Market Research – Customer Centricity – Purchase Funnel