Analyses the purchase path and the role of communication

Consumer Journey explores the decision process from pre-purchase to purchase and further to the post-purchase phase. Triggers for the purchase are analysed as well as people’s behaviour during the research phase in which they occupy themselves with the purchase either latently or in a goal-oriented way. The analysis of people’s behaviour after the purchase completes the journey. The role of controlled and uncontrolled communication during the individual phases of the process are an integral part of the Consumer Journey.