Abstract
According to Assael (1992), the ?likely decision proces's is pivotal when it comes to understanding the consumer's way of purchasing a product and therefore it is of utmost importance to consider it for its creation and official launch. A compulsory condition for an effective communication is to understand the target audience geo-demographically, psychographically and relate to their attitudes. A SWOT of the product leading to the understanding of its competitive advantages and the conceptualization of the main marketing issues are also very helpful thorough the elaboration of the likely decision process adopted by the customer.
