For example, if you think about carbonated beverages, the first consumer decision might be cola vs. uncola, followed by diet vs. regular, followed by brand choice, followed by flavor, etc… If this is the case, a marketer is going to want to have product offerings in colas, uncolas, diet, and regular — moreso than offering different flavors. This is because these are more important decisions that consumers make. You won’t convince an uncola buyer to ever buy cola because it’s their most important decision, but you might be OK with just one flavor offering because flavor is not as important.

Likewise, in the example above, the marketer is going to want to position their products and place emphasis on the product characteristics that are most important to the decision process. In the case above, it would be more important to emphasize that a product is "diet" than a particular flavor. Similarly, if the most important characteristic to consumers in their decision process is low price, that might be the focus of a marketing campaign.

Finally, retail stores sometimes design their shelves around the consumer decision process to make the shopping experience as enjoyable for consumers as possible (e.g., shelve all of the colas together, uncolas together, etc.).

Hope this helps!
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