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Definition: Consumer Decision Journey is a model that describes the process customers undergo before making any purchase decisions. Every purchase customers make is seen as a decision journey, involving interactions with different brands from the initial contact to the point where they make a purchase. Is was introduced in 2009 by McKinsey & Co as a new conceptual model to study consumer decision making. The consumer decision journey model aims to accurately reflect how customers use technology to inform themselves about brands and products before making a purchase decision. |
More on consumer theory: Customer Value, 30 Elements Of, Customer Variability, Mental Accounting, Scarcity Marketing, Substitute, more on consumer theory... You may also like: Full-time MBA, Executive MBA, Executive Education, Online MBA. MBA Brief offers concise, yet precise definitions of concepts, methods and models as taught in a study Master of Business Administration. We like to keep things short, and provide links to learn more about your subject.
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