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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... MBA Brief provides concise yet precise definitions of organizational concepts, management methods, and business models as taught in an MBA program. We keep it short and provide links to high-quality websites where you can learn more about your topic.
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