Seminar 3 Consumer Journey and buying decision

Consider how the couple made each decision. What issues arouse during their decision process?

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What journey archetypes are evident in the story?

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In your opinion, based on the story, explain what are the key implications for marketers that arise?

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Imagine Grace, Harry, and Neha are running a clothing brand in the metaverse to promote sustainable consumption. They are using this virtual platform as part of their marketing strategy. How will this affect the consumer experience of their apparel products?

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Can you map out the details of two journeys for the same product, one in the metaverse and one in a brick and mortar shop (in real life)? Use the figure in the board and use different colours to map out the differences for each journey. Start with the real life journey and then point out where you think the one in the metaverse would be different.

Discuss whether the customer journey varies across different types of products or for different needs (e.g., more functional versus hedonic).

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Would the social aspects as discussed in the lecture be? More, less, or similarly relevant to virtual or tangible products? Why?

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In the year 2050, John is a marketing manager for a leading intergalactic corporation. He is explaining the customer buying journey in the context of virtual reality shopping to his team. He mentioned that it consists of five stages which are (a)   .

• Attention, Evaluation, Acquisition,

• Research, Comparison, Transaction,

• Interest, Decision, Action, Satisfa

• Awareness, Consideration, Purchase,

Imagine you are the owner of a futuristic tech company. Why would you want to use the customer buying journey model in your business strategy?

• To increase the costs of your advertising campaigns

• To limit the choices available to your customers

• To better understand how your customers interact with your business at different stages

• To confuse your customers with complex stages in the buying process

As a marketing strategist in a galactic retail conglomerate, what is a key challenge you might face when trying to understand the interstellar customer's purchasing journey?

• Customers prefer traditional inter-galactic advertising methods

• Customers do not use quantum devices for purchases

• Customers do not seek reviews from friends and alien species

• Customers expect personalized experiences across different planets