A multitude of factors explain these decisions of purchase, such as:
- Value proposition
- On-shelf availability
- Product format
Procter & Gamble also defined another moment of truth. This second moment occurs during the consumption of the product and conditions the repetition of the purchase based on the experience.
As Procter & Gamble explain, winning repeatedly in these two moments depends on a deep understanding of the shopper and the consumer thanks to numerous studies leading to define the factors influencing the purchase act (who buys, when, where, how or who consumes?).
A third moment of truth relates to the feedback communication from the consumer to the manufacturer or towards colleagues, friends and family.