Consumer Decision Journey for MEDIMIX

Natasha, a 26 year old, living in Pune, who is a skincare enthusiast who believes in curing her skin issues through natural, herbal products. She also uses germ-free hanwashes for the protection of her family. She belongs to a middle class family and earns around 40,000 p.m.

Active Evaluation

t4: Benefits are more than other soaps

t5: Avalaibility of this soap

t3: Price point is medium

t6: Intention to try out a sample

t2: Last minute recall episode

t7: Giveaways

t1: Direct Reccomendation

Triggers

Saw new soap in the soap rack : t16

Packaging looked something new and attractive : t17

ads in Newspapers / Editorials : t15

Youtube videos : t18

Checked it in a Beauty programme :t14

Influencers and bloggers : t19

Found the Ingredients of soap good :t13

Recommendations by doctors : t20

Natasha tends to have simple, acne, etc on skin and hence checked this soap : t12

Word of mouth publicity : t21

used at someone's house :t11

The products she used till now was not helpful and hence the need to buy :t22

google helped her come across this :t10

Discounts / offers grabbed he attention :t23

exisisting soap got over and hence in search of other new and better soaps: t9

Recommendations by close friends with same issues. :t24


Shopkeeper suggesting this brand :t8

Intial Consideration set

t27: Beliefs that herbal and Ayurvedic are better

t28: Online reviews and testimonials

t26: Alternatives to soap bars

t29: Free samples received

t25: Comparing ingridients

t30: the choices avalaible right now seem to better

Moment of Purchase

Modes of payments availaible :t33

Regression to old/new brands :t32

New information regarding the brand :t31

Service at store :t35

Post Purchase Experience

t38: Satisfaction of needs

t39: Further reccomdeations and discussions

t37: Easy return policy

t40: Exceeded expectations such as increase in quantitiy

t36: Justifying the choice

Loyalty Loop

Biased Intial Consideration Set

Loyalty Triggers

Other loyalty behaviour

The overall expierience

t43: Usage of product

t44: Sensory and feel of product

t42: Did it last enough

t45: Did she feel the value worth

t41: Design of the product

t47: Gifting it to someone

t48: Talking to other people

t46: Discussing it with other people

t50: Following on social media handles

t51: Recommending it to others by putting up a story or through mouth publicity

t49: Posting about the product on social media page

t53: Finding it better than other brands

t52: Great TOMR

Purchase interruptions like an emergency call :t34

t54: Skin started getting better

t57: Reduction of alternative and started buying the Medimix handwash

t55: Packaging kept the soap intact even after usage

t56: The expectations of quality matched

Badmouthing the product

t84: Not buying it again and spreading a wrong word about the brand

Repurchase

t83: Getting added to grocery list by default

t82: Quantity increased

PoP Promotions (the point of purchase was quite attractive) :t58

Read a poster on the bus while travelling :t61

Her Mom attended a function where she received a free sample od Medimix :t59

Packaging of soap showed the benefits of soap clearly :t62

Compared prices by doctor with other expensive lotions/soaps:t60


t63: The choice is nearby to you buy

t64: She went o see something else but saw a cheaper variant and a better one at the shop

t65: this was the advertisement she just saw while reaching the shop

t66: free samples given with the product itself

t67: Shopkkeper recommendation ( this time from a person who is a dermatologist + runs a shop)

t68: Brand Intervention while buying

t69: Self-doubt while buying whether she should try such a thing or no

Modes of payment issue: She has less cash and wanted to do a card payment, and the card machine doesn't work :t70

Loved the fragrance of soap :t71

t72: She is considering it because the day she used at her friends place, her pimple faded away

t73: a perfect soap for her combination skin

t74: while she was about to buy, the shopkeeper mentioned that the soap is over

t74: Buyers remorse (she felt that she could take 3 soaps and get a discount rather than having one)

t75: a guide was provided for every skin type which helped her

t76: Replanishment calls/reminders

t77: she considered a scratch gift that she was getting with the soap only for that particular time

she considered a scratch gift that she was getting with the soap only for that particular time (this time because if she doesn't buy the product, she looses the chance to win that free gift) :t78


saw her favourite actress using this product for her family in a TV show :t79

t80: a known person sells this soap, so she can trust more.

t81: Medimix coming up with a face cream which is given to the old customers