Depending on consumer involvement with the selection of your product dictates where your emphasis should be and how. You will need to do both in any case but what you do and how is a direct result of how involved the consumer is in the decision making process. Let’s take two examples to demonstrate: shampoo vs. home paints. Shampoo Shampoo is a highly involved product. Consumers generally have a clear opinion on what product they want. Women in particular would be difficult to sway through a shop attendant. Their choice is dependent on a deep rooted preference and is a regular purchase so I habit, relationship and loyalty with the product has been developed. Consumer marketing would be the key[…]