Consumer Decision Journey Model (McKinsey)

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Traditional marketing methods for understanding the consumer buying process like AIDA are less useful in a world being transformed by digital markets. Consumer shopping and purchase behavior is rapidly evolving with increased preferences for shared consumption over ownership, use of mobile technology, consumer co-creation of value and online shopping. This has led to the birth of new models such as the Consumer Decision Journey (CDJ). CDJ 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. Important (...) Read more? Sign up for free

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