1. The Customer
Journey
Week 2 Lecture 2

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

18. Why I bought this Car

19. The Real Reason