To generate revenue and keep customers, businesses must understand the consumer decision journey. This involves 6 key steps: trigger, consideration set, active evaluation, moment of purchase, post-purchase experience, and loyalty loop. Mastering a customer's movement through these stages allows businesses to effectively target customers and design strategic branding to attract and retain customers. Understanding the consumer decision journey is particularly important for businesses in Cambodia's competitive market.

1. Consumer
Decision Journey
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2. To generate revenue and to keep your business going, you need customers. That’s why
customer is regarded as the king for every business. However, not every business has a
chance to serve customers as the king in today’s competitive market. There are many
options and varieties for them to choose. So you need to be attractive to be in one of the
few in the selected list, and to be attractive, you need to understand your customer’s
behavior and thought, and know well about their decision making process.
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3. រ ៀបរ ៀងរោយ៖ Kumnitcreative

4. Understand your customers
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5. Many business owners and marketers in Cambodia have ignored the important practice
on this concept, and they feel that it is a waste of time to know all these things.
However, the fact is totally opposite when you know how to do it well. It will save you
time and energy, and will help you as the business owner, and marketer to effectively
design the strategy to attract customers when you really understand the behavior, and
decision making process of consumers. This practical concept in business world is called
Consumer Decision Journey.
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6. Consumer Decision Journey
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7. Consumer decision journey (CDJ) is an important concept that is used by many big brands
in the world to analyze business objective and to answer important questions such as:
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What create the customer need?
Do my customers advocate my
brand?
Do the experiences I deliver fulfill
customer expectations?
Do my efforts result in wins for my
brand?
Do my product satisfy
customers’need?
Do my customer recall and
recognize my brand?

8. To answer all of these questions above by using the CDJ framework, there are 6 steps to be
considered as below:
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Post Purchase Experience
Loyalty Loop
Moment of Purchase
Consideration Set
Active Evaluation
Trigger
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9. When customers want to buy a product, they will start thinking about brands that can
deliver that product. For example, if they want to buy a television they will think of
television brand like Samsung, Sony, Toshiba, Panasonic…etc. Trigger is any reasons that
drive customers want a particular product.
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Trigger
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10. រ ៀបរ ៀងរោយ៖ Kumnitcreative
Trigger
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11. It is an initial list that comes to customers’ mind. All brands want to be in this set because
they all want to be on top of consumer’s mind. Consideration Set tells that your brand is
recognized and the consumers are thinking of you when they want a product that you sell.
It is a great place for your brand to be in.
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Consideration Set
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12. រ ៀបរ ៀងរោយ៖ Kumnitcreative
Consideration Set
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13. In this stage, consumers are collecting information as much as possible to evaluate the
different product choices and brands that are available to them. They may seek
recommendations from their family and friends or reading online review.
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Active Evaluation

14. រ ៀបរ ៀងរោយ៖ Kumnitcreative
Active Evaluation
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15. After consumers have done all their analysis and evaluation, they will arrive at a product
that they actually is ready to make a purchase.
If your product is display at a supermarket, Moment of Purchase is when customers decide
to choose your product while they see the different products, and those brands on the shelf
are competing for their attention.
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Moment of Purchase
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16. រ ៀបរ ៀងរោយ៖ Kumnitcreative
Moment of Purchase
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17. This phase is very crucial to your long-term business success as it will tell if you can turn
your new customers to your loyal ones. This is the moment consumer use your product,
and whether they like and if it fit their expectation.
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Post Purchase Experience

18. រ ៀបរ ៀងរោយ៖ Kumnitcreative
Post Purchase Experience
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19. Loyalty Loop is as a shortcut of the entire consumer decision journey. It happens when the
trigger arrives again, the consumers go right to the moment of purchase (buy your brand)
and avoid the possibility some of other brand’s products.
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Loyalty Loop
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20. រ ៀបរ ៀងរោយ៖ Kumnitcreative
Moment of Purchase
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21. Thank You
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