The Customer Journey Week 2 Lecture 2a

Basic Framework Motivation Perception Search Evaluation Choice Learning

Stage 1 Problem Identification - The Gap Between ideal state And Perceived state

Types of Consumer Decisions Normal Limited Extended

Normal Decision Making Habitual – Regular Limited information Search – Internal.. Low Product involvement Cost/Risk Brand Loyalty = P & G Company is Brand.. Repeat / automatic purchase No evaluation unless product fails

Limited Decision Making Low Product involvement Cost/Risk Implies variety seeking Limited information Search not only internal but external sources.. Importance of brand awareness. Some but limited post purchase evaluation

Extended Decision Making High level of product/purchase involvement High product involvement Cost/Risk Extensive information Search – Internal and External Extensive evaluation undertaken

Discovering Consumer “Problems” Activity analysis. Panel of users invited to give feedback on product usage issues.. Product Analysis – focuses on the purchase process.. Often limited trial available in shops. QVC – shopping channel offers free trial period with no obligation/ unconditional return Problem Based Analysis – identifies a problem – possible product misuse / performance – Baking Cakes. Human Factors – developing easy to use products to combat physical factors – eg ergonomic keyboards. Better touch pads..

The Funnel Approach

Journey Mapping

5 Stages of Motivation Latent Need Drive Want / Desire Goal Behaviour

Motivation Needs / Wants Values

Functional Symbolic + Experience

Functional Buying things for what they do Physiological

Symbolic Buying things for what they mean Psychologoical

Experiential The value from the experience Physiological + Psychological

Why do people eat in restaurants? Hungry Cool Celebration Can’t cook Cultural Business meeting Critical advice Other???

Why I bought this Car

The Real Reason