Consumer decision journey

IMC Group2

Tata Motors
Product – Four Wheelers 🚗

People build opinions about brands every day based on touch points
including product usage, news broadcasts, conversations with family and friends,
and commercials. Much of that exposure seems to be wasted unless people are
actively shopping. But what occurs when anything prompts the desire to make a
purchase? The limited group of brands that customers initially view as
prospective purchase possibilities is known as the initial-consideration set, and it
is this set of cumulative impressions that becomes significant.
Consumers follow a series of steps when deciding whether to purchase an
item from a particular company. These stages are the consumer decision journey,
which tells companies how customers make a purchasing choice. Knowing the
various stages in the decision process can help you increase your sales. In this
article, we explain the consumer decision journey and how to use it to reach
potential customers
 1.Consider - Let us take the example of a middle-class family wanting to
buy a car. He or she will have a lot of brands to consider, like Hyundai, Tata,
Toyota, Suzuki, and much more.
2.Evaluate - After considering lot of factors and brands for buying a car
, the customer will consider a lot of factors like pricing, build quality, Indian or
foreign brands, and the price and availability of service centres.

3.Buy - Once the consumer filters their options based on the information
they have gathered in the evaluation phase, they choose a brand and begin the
purchase.

Once they have gathered all the data, including comments from previous
customers, consumers must come to a logical conclusion about the product or
service to buy. They will consider different payment system while buying a car
may be EMI or offers .This is also a part of considering the brand to purchase.

4.Enjoy - This part of the consumer decision journey involves both the
consumer and the seller reflecting on the post-sale experience as part of the
process.

Here, the customer will benefit from the features of the specific product
and determine whether or not it met their expectations.

5.Advocate /Bond - Depending on a customer's satisfaction with the

product and company determines whether they become loyal customers and
brand advocates.

Here, if we like the features and after-sales service of the brand, i.e., TATA
Motors, then we will do marketing for the company, like suggest it to our
friends and colleagues who want suggestions for the new car. Here, we are
doing branding for the company because we liked the product and it met our
expectations.

……… Submitted By IMC Group 2………