consumer decision journey

Consumer Decision Journey


2© 2014 Jeannie Chan. All Rights Reserved.

http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

Active Evaluation

Post Purchase Experience

Loyalty Loop

PurchaseInitialConsideration

Trigger




Active Evaluation


Loyalty Loop


TriggerAt the Trigger phase, a need to purchase has became apparent to the consumer. The consumer enters the category to consider a purchase.

Trigger




Active Evaluation


Loyalty Loop


Trigger At the Initial Consideration stage, consumer forms an initial list of brands for consideration. This list is based on general brand perception or exposure. This is when brand choice starts to form.

InitialConsideration




Active Evaluation


Loyalty Loop


Trigger

At the Active Evaluation stage, consumer evaluates and researches his or her needs, and adds or subtracts the brand from the consideration list.

Active Evaluation




Active Evaluation


Loyalty Loop


Trigger

At the Purchase stage, consumer makes the final decision to purchase a brand.

Purchase




Active Evaluation


Loyalty Loop


Trigger

At the Post Purchase stage, consumer experiences the purchase and evaluates that experience against his or her expectations.





Active Evaluation


Loyalty Loop


Trigger

Positive Post Purchase Experience enables the brand to be considered first the next time a need for purchase arises.

Loyalty Loop




Active Evaluation


Loyalty Loop


Trigger

Example 1

• Trigger: My laptop is starting to run sluggishly.

• Initial Consideration: I’ve used Dell before, but I’ve heard good things about Apple as well.

• Active Evaluation: I’ll read reviews on both. I’ll ask my friends on their experience on either brand, or maybe they’ll have additional recommendations. I’ll go into stores and try them out.

• Purchase: I ordered an Apple laptop online and picked it up at the store.

• Post Purchase: It was a transition at first, but once I got use to it, Apple works great.

• Loyalty Loop: I’m a convert. My next laptop will be an Apple laptop.

© 2014 Jeannie Chan. All Rights Reserved. 10

Example 2

• Trigger: I came across the candy aisle at check out.

• Initial Consideration: The Trident gum and Mentos looks fun.

• Active Evaluation: All the available Mentos are minty flavored but there are some fruity offering from Trident.

• Purchase: I feel like something fruity, I’m going to pick up this Trident gum.

• Post Purchase: It’s good, but it was a bit more sour then I expected.

• Loyalty Loop (not created): It’s good, but I may consider something else next time.

© 2014 Jeannie Chan. All Rights Reserved. 11

consumer decision journey

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