1. The Customer
Journey
Week 2 Lecture 2a

2. Basic Framework Motivation Perception Search Evaluation Choice
Learning

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

4. Types of Consumer Decisions
Normal
Limited
Extended

5. 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

6. 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

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

8. 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..

10. The Funnel Approach

12. Journey Mapping

17. 5 Stages of Motivation
Latent Need
Drive
Want / Desire
Goal
Behaviour

18. Motivation
Needs / Wants
Values

19. Functional
Symbolic +
Experience

20. Functional
Buying things for what they do
Physiological

21. Symbolic
Buying things for what they mean
Psychologoical

22. Experiential
The value from the experience
Physiological + Psychological

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

24. Why I bought this Car

25. The Real Reason