It is important to understand that the customer’s impulsive decisions in the shops have different degrees of impulsiveness. In order to understand these processes marketing research have developed the AIDA Model.
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A |
Attention |
Typical supermarkets have between 1.000-30.000 products in the shop and the customers have only 10-30 min. for shopping. We only as an average have 0,06-1 sec/product. In the typical situation it is a hard but important job for the packaging to give attention on your product. |
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I |
Interest |
If the packaging has succeeded to attract the customer the next step is to create an interest in the customer. We see a lot of packed product but many products have not our interest and the eyes just pass to the next product. |
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D |
Desire |
Have your packed product passed the first to steps the consumer make a futher investigation of your product. But the consumer shall have need and desire for the product before the final purchasing decision. |
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Action |
The last step in this purchase process is the consumers’ action to move the packed product from the shelf or pallet into the shopping basket or trolley. |
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