Court (2009), The Consumer Decision Journey

Question 1

Core Concept

Answer 1

Consumers no longer follow the traditional purchasing funnel. They move through a decision
journey shaped by moments of influence and accumulated impressions.

Question 2

Key Changes in Consumer Behavior
From Funnel to Journey:

Answer 2

• Traditional funnel: Consumers start with many options and narrow them down.
• Modern decision-making: More dynamic and circular, with added touch points.

Question 3

Traditional funnel:

Answer 3

1. Awareness -> 2. Familiarity -> 3. Consideration -> 4. Purchase -> 5. Loyalty

Question 4

Consumer decision Journey

Answer 4

1. Initial consideration: The consumer considers an initial set of brands, based on brand perception and exposure to recent touch points
2. Active evaluation: Consumers add or subtract brands as they evaluate what they want
3. Moment of purchase: Ultimately, the consumer selects a brand at the moment of purchase
4. Postpurchase experience: After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey

Question 5

Accumulated impressions

Answer 5

• Brands in the initial-consideration set are 3x more likely to be purchased.

Question 6

Empowered Consumers:

Answer 6

• Driven by reviews, word of mouth, and past experiences.
• Only 1/3 of touch points are company-driven.

Question 7

Consumer-driven marketing:

Answer 7

• Word of mouth
• Online research
• Offline and/or print reviews

Question 8

Common driven marketing:

Answer 8

• Traditional advertising
• Direct marketing
• Sponsorship
• In-store product experience
• Salesperson contact

Question 9

Most-influential points by stage of consumer decision journey for competitors and new customers:

Answer 9

• Store/agent/dealer interactions
• Consumer-driven marketing
• Past experience
• Comapony-driven marketing

Question 10

Two Types of Loyalty:

Answer 10

Two Types of Loyalty:
- Active Loyalists: Stay and recommend brands.
- Passive Loyalists: Stay but are open to competitors.

Question 11

Aligning Marketing with the Journey

Answer 11

• Prioritize Objectives
• Tailor Messaging
• Invest in Consumer-Driven Marketing
• Win In-Store
• Integrate Activities