The Consumer Journey- A New Consumer Model

The marketing landscape of our industry is changing rapidly. Five years ago companies reported that 90 percent of their marketing budget was in advertising and retail promotion. The goal was to drive the customer to a purchase decision.  We based these marketing decisions on the classic “Funnel Model” of consumer purchase behavior, where you start with many brands and methodically narrow the selection until the final purchase is executed. However, in 2009 a new model was introduced after extensive consumer research, the Consumer Decision Journey. The model shows how the internet and peer influence have changed the way a consumer shops, relates and recommends a product.

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