By Filip Matous
Intro
When finding new products or services, there is usually a trigger (seeing someone wearing a nice coat, realising that you need new gloves, etc.).
Consumer-decision journey:
- Initial Consideration (following trigger):
- Mentally shortlisting brands based on brand perception, may be influenced by:
- Store/agent/dealer interactions
- Consumer recommendation: reviews, direct recommendations etc.
- Past Experience (if returning customer)
- Company-driven marketing: your marketing output
- Recollecting recent touch points (seeing a store-front / print advert / social media advert / link from a friend)
- Mentally shortlisting brands based on brand perception, may be influenced by:
- Active Evaluation:
- Research product*
- Sales Moment:
- Selecting and purchasing one brand
- Post-purchase experience:
- Product is road-tested to see if it meets the expectations the consumer had identified with it
* As the user researches, companies may be subtracted/added to the list that were not in present in the initial consideration phase