Please enable JavaScript.
Coggle requires JavaScript to display documents.
Consumer Decision Journey for BLUE TOKAI COFFEE ROASTERS, Initial…
Consumer Decision Journey for BLUE TOKAI COFFEE ROASTERS
a good brand story about the products
live hands on product demonstration
really cool packaging
value for money
coffee tasting at various hotspots around the city
quality product different than the competition
free coffee samples
available at retail outlets like supermarket and other retail stores
offline promotion
social media marketing
online promotion
promotion through influencers with mass followings
word of mouth
people interested to buy coffee
past experience
option to choose from a variety of different flavours
experience the coffee at a blue Tokai cafe located in major cities
Triggers
saw it at someones house
blogs and influencers
endrosment/ testimonials from other customers
research on google
wants to try new flavours with different taste
the current coffee docent taste good
wants to try new brands with same products
word of mouth
discounts/ offers
read about it somewhere
coffee enthusiast
wants to try real coffee and not the instant stuff
seeing other consumers buy the product
amateur coffee drinker
out of coffee, needs restocking
celebrity endrosment
suggestion from friends
YouTube/ TV advertisement
packaging of Blue Tokai
saw new coffee at a retail outlet
free sample and giveaways
coffee tasting events
PoP promotions
newspaper / magazine promotion
features / ingredients
social media buzz
shopkeepers suggesting the brand
Active Evaluation (shortlist)
value for money
sampling with an intention to "TRY"
ease of buying
reorders after trying
indirect recommendation through social media
product availabilty
brand intervention
same brand
competitors brand
comparing the pros and cons of the product
direct recommendation
Loyalty Loop
disposal / no repurchase
terrible ratings and reviews on e commerce websites
badmouthing the product online/offline
repurchase
try different coffees
great ratings and reviews online/offline
increase quantity
better deals available then before
add to grocery list
the overall experience
value
better than the competition/ other brands
design
packaging
satisfied with the product
loyalty generating triggers
write to write/ contact / offer brand feedback
recommending to others - online/offline
follow the brand on social media
posts on social media
subscribe to the brand for monthly coffee supplies
biased initial consideration set
greater top of the mind recall
great brand perception in the minds of the consumers
better than other brands
other loyalty behaviour
increase footfall at the retail outlets
increase in email subscriptions
discussing it with other people
purchasing for someone else
purchasing even without any promotions or discounts
ordering coffee Equipments suggested by blue Tokai of other brands
talking to others users/ validation of the product
consumer participation in contests and evens by the brand
brand intervention to promote loyalty
Moment Of Purchase
offers/ promotion/discount
select the mode of payment
makes payment at the checkout counter at the retail outlet
subscribes to the company for news about the new products
adds the products in the cart if ordered online
looks at the offerings of other brands one last time
selects the type and roast of coffee
decision to delay purchase
go through the products details
hidden charges and taxes
brand interventions (better deals from the competition
Post Purchase Experience
good delivery packeging
gives his feedback
attractive product packeging
wants to try other flavours as well
story behind the coffee and the product on the box
easy return policy
sustainable eco packing
compares it with other brands
brews and experiences the coffee
justifying the choice/ ego
satisfied with the coffee
buyers remorse
Initial consideration set
jimit: student,22 years old, lives in Mumbai and is a coffee enthusiast.