Question: What do we mean by path to purchase or decision journey? how does this concept help us to understand consumers' food choices? What role, what

What do we mean by "path to purchase" or "decision journey"? how does this concept help us to understand consumers' food choices? What role, what value does a brand have in that decision journey for a) the brand owner? For ) the customer? For c) channel intermediaries? Why is a clear and compelling value proposition important? What is the value proposition of your favorite food brand?

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