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Consumer Decision Journey for Innocent Drinks, Sally: A 26 years old who…
Consumer Decision Journey for Innocent Drinks
Triggers
Saw someone drink it at the gym
Saw a display of Innocent Drinks at an exhibition
Newspaper/Magazine Article on sustainable brands
Someone who wants to start a healthy life
somebody who wants to start living a sustainable and a healthy lifestyle
somebody who loves fruits
somebody who is into charity
talk about sustainable brands at work/with friends (word of mouth)
somebody who wants to start a vegan lifetsyle
YouTube/TV Adevrt
Review Websites for healthy drinks
Received as a gift
unavailability of their regular healthy smoothie
Smoothie lover
Packaging of the product
displayed in a recycling brands blog
Samples sent out by the brand
giveaways, sachets, etc
the current drink is not healthy enough
the current drink is healthy but the brand is not sustainable like innocent drinks
the current healthy drink has a bad taste
the current drink is not vegan
Someone with a busy lifestyle who does not have time to clean and consume fresh fruits
a feminist (as the brand is pro women)
someone who wants to donate money but does not know where and how
Saw the person you aspire to be (role model) have this drink
Research on Google about healthy, sustainable lifestyle
Wish to impress someone by adopting a healthier lifestyle
Initial Consideration Set
Saw at the grocery store
Given to taste by a friend/colleague
got bored with the regular drinks
User generated content on Social Media
online/offline reviews about the product
experienced at a music concert
saw an attractive banner at the bus stop
Attractive Promo Codes available for the drink
No other healthy option available at the time of purchasing the drink
sold outside a gym
attractive and the recyclable packaging
availabilty of the drink in terms of weekly/monthly packages
saw it at a charity event
gender pay gap report of Innocent Drinks
Benefits of the "Juice Shot"
Fell in love with their creativity on the website
Just want to explore something new
Wish to turn your friend/partner into a healthy and a sustainable person
Active Evaluation
Reading the Product Reviews
Asking people about their experience with the drink
comparing with the price points of other healthy drinks
comparing with the taste of other drinks
comparing with the price points of regular fruits
seeing the other good stuff that the brand is doing (i.e charity, gender pay gap, etc)
comparing with other samples
feel of the drink (smooth/chunky)
hygiene factor of the packaging
availability/lack of availability in bundles
Reading the product specifications (nutrients information)
Moment of Purchase
Product is expensive
Lack of availabilty of payment options
Product not available in the store
Lack of availability of required flavor
Damaged Packaging
Stale product
Bad tasting product
Website is responding too slow
Bad service at the store
Excellent service at the store - which makes you buy more products than expected
Delivery takes longer than expected
Hidden costs of Taxes/Delivery
Presence of Promo Codes/Bundles
Delay in purchase - waiting for price to fall down
Deciding to purchase the regular drink
Lack of availability of required quantity of product
Getting distracted by other vegan items
Post Purchase Experience
Loved the taste of the drink
Disliked the taste of the drink
Felt that original fruit is better
Planted the recyclable packaging
Had no clue about the plantable packaging
Found defects in packaging
Felt that their regular drink is better
Did not see a change in health after having the Juice Shots
Felt refreshed after having the drink
Saw some changes in health after having the drink but disliked the taste of the product
Felt that the drinks are too heavy to consume before working out
Reduced the consumption of fruits
Felt satisfied in donating money to the charity
Felt satisfied to buy product from the brand that does some good to women (Gender Pay Gap Report)
Recommended it to a friend/colleague
Received appreciation from partner/friends/family/colleagues for appearing healthy and refreshed
Loyalty Loop
Repurchase
Subscribing to the weekly/monthly package
Stocking it up
Suggesting it to a colleague/friend
Writing reviews/feedback on the website
writing a blog about not just the drink but the overall brand and its goodwill
Following the brand on Social Media
Making user generated content about the brand on Social Media
Taking up a job at Innocent Drinks
Visiting the Charity Organization associated with Innocent Drinks
Bad mouthing the product due to dislike in taste/quality
Talking about it with partner/friends/colleagues
Having a great brand recall due to the quality/taste of the product
Having a great brand recall due to the packaging of the product
Having a great brand recall due to the goodwill associated with the brand
Asking more people to donate at the charity associated with the brand
Adopting to sustainability in different aspects of life after using the product
Asking partner/friend/colleague to work at Innocent Drink because of the goodwill attached to it
Sally: A 26 years old who leads a healthy, conscious and sustainable lifestyle from London