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Consumer Decision Tree (CDT)
Definition
A framework that maps how consumers evaluate and choose products within a category, outlining the hierarchy of needs, attributes, and decision criteria that guide purchase behavior. CDTs are used to inform assortment, shelf organization, and category strategy.
How It's Calculated
Example
A yogurt brand uses a consumer decision tree to organize shelf sets by fat content and flavor, making it easier for shoppers to navigate choices and find preferred products.
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