 Although brands or companies cannot precisely manage the touch-points at the pre-purchase stage to work in their favour, they can only do so much as to make sure that they monitor the channels by which consumers search for product/service information to make sure they are readily accessible.Touchpoints for the ‘purchase’ stage of the decision making process are somewhat more direct, whereby the consumer evaluates the information they searched for in the pre-purchase stage.Evaluation in this sense is when the consumer has selected a set of brands from their information search and compares them to one another.