How Do Marketing Actions and Customer Mindset Metrics Influence the Consumer’s Path to Purchase?

Abstract

This chapter integrates research that highlights and demonstrates the importance of the marketing mix and customer attitudinal metrics in influencing the customer’s path to purchase. A key objective of this chapter is the provision of an integrative conceptual framework that links marketing actions to customer mindset metrics along the consumer’s path to purchase and the identification of the mechanisms by which customer mindset metrics contribute to consumer purchase journey. Specifically, it delineates two routes for the effects to manifest on sales: the “mindset route” where marketing actions influence customer mindset metrics, which in turn influence brand performance, or the “transactions route” where marketing actions influence market performance directly without influencing the intermediate mindset metrics. A second objective is to identify empirical patterns on incorporating marketing mix and mindset metrics along the path to purchase by reviewing key papers in this domain. Finally, the chapter concludes with the formulation of a rich, forward-looking research agenda on the customer mindset metrics – path to purchase link.

Citation

Srinivasan, S. (2014), "How Do Marketing Actions and Customer Mindset Metrics Influence the Consumer’s Path to Purchase?", Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 103-125. https://doi.org/10.1108/S1548-643520140000011004