TY  - SER
AU  - Court David
TI  - Consumer Decision Journey
PY  - 0000///0
CY  - 
PB  - 2009 Number
KW  - Consumers Decision
N2  - 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
UR  - http://192.168.6.13/libsuite/mm_files/Articles/AR11275.pdf
ER  -