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Consumer Decision Journey

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This slideshow explains the model developed by McKinsey & Company - Consumer Decision Journey. This is a preview of my course "Influencing Consumers' Decision: How to Make Them Pick You"

To learn more about this course or other marketing resources, check out http://CuriousMarketeer.com

For a limited time / quantity: Get this full course for $7 only (over 75% off). Use the following link for this special offer: http://bit.ly/1w7rmGN

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Consumer Decision Journey

  1. 1. Consumer Decision Journey
  2. 2. Consumer Decision Journey Active Evaluation Loyalty Loop Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 2 Trigger Consideration
  3. 3. Consumer Decision Journey Active Evaluation At the Trigger phase, a need to purchase has became apparent to the consumer. The consumer Loyalty Loop enters the category to consider a purchase. Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 3 Trigger Trigger Consideration
  4. 4. Consumer Decision Journey Active Evaluation Trigger At the Initial Consideration stage, consumer Loyalty Loop Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 4 Consideration forms an initial list of brands for consideration. This list is based on general brand perception or exposure. This is when brand choice starts to form.
  5. 5. Consumer Decision Journey Active Evaluation Loyalty Loop Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 5 Trigger Consideration At the Active Evaluation stage, consumer evaluates and researches his or her needs, and adds or subtracts the brand from the consideration list.
  6. 6. Consumer Decision Journey Active Evaluation Loyalty Loop At the Purchase stage, consumer makes the final decision to purchase a brand. Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 6 Trigger Consideration
  7. 7. Consumer Decision Journey Active Evaluation Loyalty Loop Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 7 Trigger Consideration At the Post Purchase stage, consumer experiences the purchase and evaluates that experience against his or her expectations.
  8. 8. Consumer Decision Journey Active Evaluation Loyalty Loop Loyalty Loop Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 8 Trigger Consideration Positive Post Purchase Experience enables the brand to be considered first the next time a need for purchase arises.
  9. 9. Consumer Decision Journey Active Evaluation Loyalty Loop Initial Purchase Post Purchase Experience http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey © 2014 Jeannie Chan. All Rights Reserved. 9 Trigger Consideration
  10. 10. Example 1 • Trigger: My laptop is starting to run sluggishly. • Initial Consideration: I’ve used Dell before, but I’ve heard good things about Apple as well. • Active Evaluation: I’ll read reviews on both. I’ll ask my friends on their experience on either brand, or maybe they’ll have additional recommendations. I’ll go into stores and try them out. • Purchase: I ordered an Apple laptop online and picked it up at the store. • Post Purchase: It was a transition at first, but once I got use to it, Apple works great. • Loyalty Loop: I’m a convert. My next laptop will be an Apple laptop. © 2014 Jeannie Chan. All Rights Reserved. 10
  11. 11. Example 2 • Trigger: I came across the candy aisle at check out. • Initial Consideration: The Trident gum and Mentos looks fun. • Active Evaluation: All the available Mentos are minty flavored but there are some fruity offering from Trident. • Purchase: I feel like something fruity, I’m going to pick up this Trident gum. • Post Purchase: It’s good, but it was a bit more sour then I expected. • Loyalty Loop (not created): It’s good, but I may consider something else next time. © 2014 Jeannie Chan. All Rights Reserved. 11

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