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Consumer Decision Journey for NETFLIX, Disha: A 21-year-old student and…
Consumer Decision Journey for NETFLIX
Triggers
Need for mature entertainment
Friends talking about latest releases on Netflix
T.P. 6: Looking for fresh content
Mood for binge watching F.R.I.E.N.D.S.
T.P. 1: Bored of TV / daily soaps
Siblings forcing to take the subscription
Classmates discussing about their fav shows from Netflix in between breaks
Read blogs about Netflix's success story
Favorite actor's film releasing on Netflix
Watched few series from friend's Netflix account and loved it
Friends sharing stories and posts from Netflix's official account on Instagram
Videos and Ads on Youtube
Ads on Instagram
"Netflix & Chill' becoming the norm all around
Midnight movie cravings
Heard its "Tudum" opening sound, giving all the chills
Want to get fluent at English speaking and learning high level vocabulary from English sitcoms, films or series,etc.
Loving Hollywood content
Need of the hours in lockdown
Billboards at highways promoting Netflix's shows
Appealing UI and customised content showcase in the App.
Influencers/ Bloggers/ Vloggers promoting its content
Google search for latest entertaining content
Want to enjoy and relax on weekends
Planning a movie date night
Watched content on other OTT platforms, got bored. Netflix is yet to be tried.
Initial Consideration
Becoming a part of Binge-watching gang
T.V. is out of reach at home so she needs a new entertainer
Great artists streaming on Netflix
Like watching sitcoms, thriller and crime series
Can watch it anytime, anywhere and on any device
Affordability issues
Escape from boredom
Friends agreeing to share the subscription fee
Social media trends inspired by Netflix
Workmates recommended to watch few documentaries based on startups and entrepreneurial world, on Netflix
Quality content
Cable is cut off due to some technical issues
Multiple Genres
Slept over at friend's place and binged watched an entire series on his Netflix
Subscription packages as per the convenience
T.P. 2: Feels left out when friends or classmates discuss about the shows they watched on Netflix
Too hyped up
Good reviews on web
Moment of Purchase
Does not have enough balance for purchase
Privacy policies not clear
Might not use daily so feels like a waste of purchase
Brand intervention
Purchase interruption / rethinking
Taking time to compare all other platforms / brands
Card is not getting accepted
Feeling tired and don't have the energy to fill in the details during purchase
Letting it go / delaying
Favorite film streaming on T.V. so gets distracted
Internet connectivity issues
Device shuts off while purchasing
Friend backing out from sharing subscription fee, at the time of purchase
Last minute scrolling over bad reviews
Indirect marketing / emails / ads pushing to make purchase
Too expensive as compared to other OTT platforms
Scrolling feed on social media, got completely distracted
Active Evaluation
Flexible Use
Qualitative content
Easy accessibility
Subscription deals
Modes of payment
List of genres
T.P. 3: Complete entertainment package
Safety & Security
Data Requirements
Loyalty loop
Binge watching everyday
Making it the sole choice/brand for entertainment
Purchasing the best package for the whole family
T.P. 5: Value for money
Renewing the subscribed plan
Embracing the UX / UI of the App / Website
Recommending to everyone and sharing app download link
Active following on all social media handles
Getting notified on all its latest content and making sure to watch as soon as possible
Sharing packages with friends
Stoped comparing with other brands/ totally loving it
Ready to pay any price for the wide variety of quality content that they offer
Still not convinced / pausing at on renewal
Watching content on other OTT platforms
Saving money for when the best show releases on it
Post-purchase experience
Completely disbarred T.V,
Might not renew the subscribed plan
Shifting from Bollywood to Hollywood
Diving deep into the making of Netflix's content / BTS
Losing on worth for money
T.P. 4: Every weekend's choice
Wanting to get rid of early stage addiction for such content
Marketing promotions
Getting bored again
Lack of convincing Bollywood content
Comparing content with other brands' content
Thinking to purchase premium package
Recommending to friends and family
Loving it and addicted to binge watching
Satisfied
Disha: A 21-year-old student and Entrepreneur living in Bangalore