This slideshow explains the model developed by McKinsey & Company - Consumer Decision Journey. This is a preview of my course "Influencing Consumers' Decision: How to Make Them Pick You" To learn more about this course or other marketing resources, check out http://CuriousMarketeer.com For a limited time / quantity: Get this full course for $7 only (over 75% off). Use the following link for this special offer: http://bit.ly/1w7rmGN

1. Consumer Decision Journey

2. Consumer Decision Journey
Active Evaluation
Loyalty Loop
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 2
Trigger
Consideration

3. Consumer Decision Journey
Active Evaluation
At the Trigger phase, a need to purchase has became apparent
to the consumer. The consumer Loyalty Loop
enters the category to
consider a purchase.
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 3
Trigger
Trigger
Consideration

4. Consumer Decision Journey
Active Evaluation
Trigger At the Initial Consideration stage, consumer
Loyalty Loop
Initial
Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 4
Consideration
forms an initial list of brands for consideration.
This list is based on general brand perception or
exposure. This is when brand choice starts to
form.

5. Consumer Decision Journey
Active Evaluation
Loyalty Loop
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 5
Trigger
Consideration
At the Active Evaluation stage, consumer
evaluates and researches his or her
needs, and adds or subtracts the brand
from the consideration list.

6. Consumer Decision Journey
Active Evaluation
Loyalty Loop
At the Purchase stage, consumer makes the final
decision to purchase a brand.
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 6
Trigger
Consideration

7. Consumer Decision Journey
Active Evaluation
Loyalty Loop
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 7
Trigger
Consideration
At the Post Purchase stage, consumer
experiences the purchase and evaluates that
experience against his or her expectations.

8. Consumer Decision Journey
Active Evaluation
Loyalty Loop
Loyalty Loop
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 8
Trigger
Consideration
Positive Post Purchase Experience enables
the brand to be considered first the next
time a need for purchase arises.

9. Consumer Decision Journey
Active Evaluation
Loyalty Loop
Initial Purchase
Post Purchase Experience
http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
© 2014 Jeannie Chan. All Rights Reserved. 9
Trigger
Consideration

10. Example 1
• Trigger: My laptop is starting to run sluggishly.
• Initial Consideration: I’ve used Dell before, but I’ve heard good
things about Apple as well.
• Active Evaluation: I’ll read reviews on both. I’ll ask my friends on their
experience on either brand, or maybe they’ll have additional
recommendations. I’ll go into stores and try them out.
• Purchase: I ordered an Apple laptop online and picked it up at the
store.
• Post Purchase: It was a transition at first, but once I got use to it,
Apple works great.
• Loyalty Loop: I’m a convert. My next laptop will be an Apple laptop.
© 2014 Jeannie Chan. All Rights Reserved. 10

11. Example 2
• Trigger: I came across the candy aisle at check out.
• Initial Consideration: The Trident gum and Mentos looks fun.
• Active Evaluation: All the available Mentos are minty flavored
but there are some fruity offering from Trident.
• Purchase: I feel like something fruity, I’m going to pick up this
Trident gum.
• Post Purchase: It’s good, but it was a bit more sour then I
expected.
• Loyalty Loop (not created): It’s good, but I may consider
something else next time.
© 2014 Jeannie Chan. All Rights Reserved. 11