The Customer Journey Week 2 Lecture 2.

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Presentation transcript:

The Customer Journey Week 2 Lecture 2

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..

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