Reference no: EM132918362

Customer journey mapping is an effective way to understand:the overall buying decision process

• aspects of consumer behavior
• the differences in market segments by using different brand personas
• the promotion, process, and people marketing mix elements by considering brand touch points
• brand management
• customer satisfaction, loyalty, and retention

ASSIGNMENT INSTUCTIONS:

1. Think of a product which you bought yourself (not a gift from someone else) that cost more than 50€ (or the equivalent in another currency).
2. Complete the information for each of the categories (brand persona, awareness, search, purchase, post sale, and fine tune) based on your experience.
3.  identify things that the brand does well and opportunities for the brand to improve by removing obstacles to the customer.
4. A short report summarizing your overall buying decision process. Include aspects of your consumer behavior that relate to the differences in market segments. In your conclusion, consider the promotion, process, and people marketing mix elements of the product and brand. Explain what can be improved in promoting the product and brand to the target customer based on your profile.
5. Include the spreadsheet and the report when you submit this assignment.