The Allison-Fisher International (AFI) Purchase Funnel® is a diagnostic model of the automotive consumer decision-making process. The "top" of the purchase funnel focuses on purchase attitude formation. The "bottom" of the funnel describes the transition from attitudes to purchase behavior. The diagram below illustrates how GfK Automotive’s brand equity, communications effectiveness and demand tracking studies are integrated into a comprehensive framework to help auto manufacturers and marketers understand the entire automotive consumer decision making process.
