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This lecture discusses the consumer journey, motivation, perception, search, evaluation, choice, and learning stages in decision making. It delves into types of decisions like normal, limited, and extended, examining habits, product involvement, cost/risk, and brand loyalty. Differentiating between normal and limited decision-making types, it explores the importance of brand awareness and post-purchase evaluation. The lecture also covers extended decision-making involving high product involvement, extensive information search, and evaluation. Discovering consumer problems through activity, product, problem-based, and human factors analyses is outlined. The funnel approach and journey mapping are explained with practical examples. Finally, it explores the reasons why people eat in restaurants and the underlying motives behind car purchases.
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The Customer Journey Week 2 Lecture 2
Basic Framework Motivation Perception Search Evaluation Choice Learning
Stage 1 ProblemIdentification - The Gap Between ideal state And Perceived state
Types of Consumer Decisions • Normal • Limited • Extended
Normal Decision Making Habitual – Regular Limited information Search – Internal.. Low Product involvement Cost/Risk Brand Loyalty = P & G Company is Brand.. Repeat / automatic purchase No evaluation unless product fails
Limited Decision Making Low Product involvement Cost/Risk Implies variety seeking Limited information Search not only internal but external sources.. Importance of brand awareness. Some but limited post purchase evaluation
Extended Decision Making High level of product/purchase involvement High product involvement Cost/Risk Extensive information Search – Internal and External Extensive evaluation undertaken
Discovering Consumer “Problems” • Activity analysis. Panel of users invited to give feedback on product usage issues.. • Product Analysis – focuses on the purchase process.. Often limited trial available in shops. QVC – shopping channel offers free trial period with no obligation/ unconditional return • Problem Based Analysis – identifies a problem – possible product misuse / performance – Baking Cakes. • Human Factors – developing easy to use products to combat physical factors – eg ergonomic keyboards. Better touch pads..
Why do people eat in restaurants? • Hungry • Cool • Celebration • Can’t cook • Cultural • Business meeting • Critical advice • Other???
