Consumer Decision Journey

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.

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