Consumer Decision Journey

By: Material type: ArticleArticleLanguage: ENG Publication details: 2009 Number 0Edition: 3Description: 97-107 PpSubject(s): DDC classification:
  •  Cou
Online resources: Summary: The article presents a model for how consumers make their purchasing decisions. An older, "funnel" construct in which consumers start with a large number of possibilities, then winnow them down to a single choice in linear fashion no longer accords with marketplace reality. Drawing on their examination of consumer behavior among nearly 20,000 subjects, the authors have devised a circular "decision journey" with four primary phases including consideration of an initial brand set, addition and subtraction of candidate brands, the purchase, and the consumer's post-purchase experience.
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Articles Articles Main Library Cou (Browse shelf(Opens below)) Available AR11275

The article presents a model for how consumers make their purchasing decisions. An older, "funnel" construct in which consumers start with a large number of possibilities, then winnow them down to a single choice in linear fashion no longer accords with marketplace reality. Drawing on their examination of consumer behavior among nearly 20,000 subjects, the authors have devised a circular "decision journey" with four primary phases including consideration of an initial brand set, addition and subtraction of candidate brands, the purchase, and the consumer's post-purchase experience.

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