By David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen

Vetvik (McKinsey Quarterly)

THE CONSUMER DECISION JOURNEY

BY:Harjas Singh KohliAbhishek SharmaDevyani Jain

INTRODUCTION

• Consumer Touch points

• The funnel Concept and its drawbacks

• Well informed Consumer

• Impressions of brands

• Shift from 1-way communication to 2 way

communication.

• Changing concept: Right place, Right Time, Right

message.

FUNNEL CONCEPT

Awareness Familiarity Consideration Purchase Loyalty

CONSUMER DECISION MAKING JOURNEY

Moment of

purchase

Initial Considerat

ion

Active Evaluation

Loyalty Loop

Post-purchase Experience

CHANGING TRENDS

• Contrary to the funnel metaphor, the number of

brands under consideration during the active-

evaluation phase may now actually expand

rather than narrow

• Push vs. Pull

TYPES OF LOYALTY

• Active

• Passive

Developing a deep knowledge of how consumers make

decisions

Focusing on strategies and spending on the most influential

touch points

Without realignment, the risks faced by marketers are :

1) Wastage of money

2) Out of touch

ALIGNING MARKETING WITH CONSUMER DECISION

JOURNEY

• Prioritize objectives and spending

• Tailor messaging

• Invest in consumer-driven marketing

• Win the in-store battle

ADDRESSING NEW REALITIES OF CONSUMER DECISION PROCESS