Businesses today are facing a big problem, not only the competition is increasingly aggressive, fierce and international, but also, consumers are becoming more knowledgeable and make a purchase to use processes complex information. This makes it difficult to motivate them to make a purchase, which, coupled with new technologies, encourage swift and abrupt market changes.
To understand something complex, you need to set something simple to serve as a guide within that complexity. This has led, in the areas of marketing, taking on established models of consumer behavior (can not forget that before consumers are people, so the complexity of the decision lies in the complexity of their thoughts) to understand and thus fully meet their needs.
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