Pilgrim’s Progress? How the Consumer Makes Complex Decisions

Choosing the right mortgage can take months and that has implications for consumer research. This paper asks a series of questions such as does it matter if consumers are questioned at the beginning, middle or end of the decision process? It concludes that there is an underlying structure to the decision process based on how far the consumer is through the process and whether the consumer is a first time or repeat purchaser.

Pilgrim's Progress? How the Consumer Makes Complex Decisions

Nick Watkins and Dr Miriam ComberGfK-NOP Financial Division

BACKGROUND TO THE PAPER

Whilst many of the decisions that consumers have to make are relatively quick and easy, and the purchaser can benefit...