MKT741 Digital marketing Communication
Consumer Decision Journey
A customer journey map is basically a simple idea that consists of a diagram, which illustrates the stages consumers go through in their engagement with a company or buying any product from a company. In accordance with the study of Dwityas et al. (2020), a consumer journey map is considered as the process of decision making, which consists of some stages such as awareness, appeal, act, ask and advocate. To be more specific, the consumer journey refers to the overall path of interaction between a customer and a brand. By concerning the product called “Galaxy S2 Ultra”, an example of a consumers’ journey map, has been provided below.
Consumer journey map
| Consider (1 week) | Explore (2 months) | Compare (1 month) | Test (3 weeks) | Negotiate (1 week) |
| 1. The consumer has seen commercials on television regarding the “Samsung Galaxy S2 Ultra”. | 4. The consumer has explored different websites of Samsung in order to gather information regarding the product. | 7. The consumer has got familiar with several reviews about the product. In this case, a spreadsheet is maintained by the consumer to compare Samsung Galaxy S2 ultra with other respective smartphones. | 10. The consumer goes to the nearest Store in order to manually cross check the product features for Samsung Galaxy S2 ultra. Direct interaction with the store keeper is another point of concerned in this case in terms of fulfilling the customer queries. | 13. The consumer finally decides to purchase Samsung Galaxy S2 ultra after comparing the product with other respective options. |
| 2. Advertisements in newspapers have also been seen by the consumer. | 5. Other websites that sell mobile have also been explored by the consumer. | 8. The consumer looks forward to obtain personal experience is from trusted individuals in order to cross-check the effectiveness of the Samsung Galaxy S2 ultra. | 11. The customer looks forward to identify nearest location of Samsung stores by exploring Google maps. | 14. The consumer discusses about respective financing terms and conditions. Followed by this, the monthly payment system is preferred by the consumer where the total price is also discussed with the sales person. |
| 3. The consumer has evaluated the company website of Samsung, in order to check the product list; specifically, mobile phones. | 6. The consumer has also made communication regarding the product called Samsung Galaxy S2 ultra, with colleagues and friends in order to gather more relevant knowledge regarding the use of the product. This is because communication with users of this specific product can help to know real capabilities as well as the overall quality of the product. | 9.
The consumer profoundly checks different websites in order to find alternative options that meet his requirements.
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12.
After reaching into the store, the consumer profoundly pays attention to critically extract relational features and insights of Samsung galaxy S2 ultra. In this context, the consumer is also looking to compare similar product features with alternative options available in the store from both same and different companies.
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15.
The consumer finally makes a competing offer by exploring you creative options available in the form of discounts or coupons. After the completion of this process, the final purchase is completed.
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Table 1: Consumer journey map
Reference
Dwityas, N.A., Briandana, R. and Aulia, P., (2020). Consumer journey of culinary products through social media in Indonesia. Humanities & Social Sciences Reviews, 8(1), pp.306-314.
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