Consumer Journey Analysis
Order Description
Step 1: Choose the topic for the task Think of all the consumption decisions you have made in the last 12 months. Most decisions may have been done through habit, for example, think of products and services you frequently purchase. On the other hand, you may have made some complex consumption decisions that required a great deal of effort.Step 2: Construct your customer journey map The customer journey is the sum of all the experiences that you as a consumer go through when you interact with a company, brand or organisation. This means that it takes into account the acquisition, consumption (and perhaps disposal) of a product, brand etc. Customer journey mapping is a powerful tool for organisations as it documents how consumers interact and experience the organisation and brand, and it can also identify gaps that may be present. Importantly for you, the process of mapping your customer journey will provide you with deeper insights about your own consumer behaviour. There are many templates for customer journey maps on the Internet, however, they generally address the following areas: Your Persona Goals and needs Goals and Motivations Scope of the experience When, why, how, where did it begin Touch points along the way (critical incidents) What was the outcome Who else influenced you Think of these points as signposts to guide as you construct the map of your journey.Step 3: This step is a Consumer Reflection that requires you write about your experiences based on the insights you have gained from your customer journey map. What have you learnt about yourself as a consumer that you werent aware of before? In this section you can use first person when writing to fully express your ideas or views (e.g., I think, in my opinion, I feel, my perception is etc). At the end of this section you need to identify 3 to 4 consumer behaviour concepts that you believe are relevant, or can help to explain your experiences of your customer journey. (500 words for this section)Step 4: Now you will analyse your consumer journey through the lens of consumer behaviour theory and concepts. Firstly, you will define the concept/theory. Then you will provide an overview of the consumer research on this concept/theory. Then you will discuss how the concept/theory is relevant to the consumer (you) and the experiences discussed in the Consumer Reflection section. Whilst this task focuses primarily on consumer behaviour issues you should also discuss the marketing implications these issues may have for the organisation or brand. (1500 words for this section)Other Information: The analysis can be presented in a manner that makes easy reading, generous margins with headings and sub-headings. You should give careful attention to presentation and to the use of appropriate essay style and format.