Article by David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik (McKinsey Quarterly)

1. By David Court, Dave Elzinga, Susan
Mulder, and Ole Jørgen Vetvik
(McKinsey Quarterly)
THE CONSUMER DECISION
JOURNEY
BY:
Harjas Singh Kohli
Abhishek Sharma
Devyani Jain

2. 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.

3. FUNNEL CONCEPT
Awareness Familiarity Consideration Purchase Loyalty

4. CONSUMER DECISION MAKING
JOURNEY

5. 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

6. TYPES OF LOYALTY
• Active
• Passive

7.  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

8. • Prioritize objectives and spending
• Tailor messaging
• Invest in consumer-driven marketing
• Win the in-store battle
ADDRESSING NEW REALITIES OF
CONSUMER DECISION PROCESS