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Consumer Decision Making Journey:- Barbie - Coggle Diagram
Consumer Decision Making Journey:- Barbie
Consumer Persona:- Manyata is a 30 year old working mom, who has a non-binary 9 year old child who has great affinity towards the Brand.
Triggers
TP 10---pamphlet in stores
TP 11---posters
TP 9---ad pages in comic books (Archies Spider man etc)
TP 12---Barbie movie ads on kids channels
TP 8---Newspaper ads
TP 13---Trailers of new barbie movies
TP 14---playing games on barbie.com
TP 6---Social Media ads
TP 15---seeing merchandise with/on peers(clothes/T-shirts etc)
TP5---TV Commercials
TP 16---barbie stationary
TP4---Toy Stores
TP 17---Exclusive MATTEL shops (Barbie/Hotwheels)
TP 3---The child wants a Toy/Doll to play with
TP 18---The Doll attracts the Child's attention
TP 2---The child plays with their friends' Barbie
TP 19---Plying with 'additional' barbie toya such as clothes, combs, jewellery etc
TP 1---Seeing peers with barbie schoolbags/lunchboxes in school
TP 20---going to Barbie themed events such as birthday parties
TP 7--- Hoardings
Initial Consideration Set
TP 29---Holiday Barbies
TP 30---New or Unique added features to the Doll (eg, extra clothes, magic ice hair drier etc)
TP 28----Seasonal offers
TP 31---Educational aspects
TP 27---Release of a new product line
TP 32---Promoting creativity in the child
TP 26---The release of a new movie
TP 33---Brand interactions in kids fairs
TP 25---Topicality of the Product
TP 34---The brand image change,and inclusivity offered (eg, 'Curvy Barbie'/Barbies of colour)
TP 24---Limited Edition/Collectible aspects
TP 35---Interaction with the brand in large scale events such as 'New York Toy Fair' (2010 example, creation of immersive experiences)
TP 23---As a gifting option on Birthdays/Christmas
TP 22---Launch of dolls that have non binary qualities that the chils can relate to
TP 21---The brand of Barbie itself
TP 36---It is 'cool' to have the product
Active Evaluation
TP 42---If the specific line of Products make the child feel represented (eg, diffrently abled barbie line, barbie's of icons such a Maya Angelou etc)
TP 43---Added Merchandise or other promotional products offered(bags,t-shirts etc)
TP 41---Are there any added benefits to the product?
TP 44--If the specific version of the doll is a highly anticipated one for the child.
TP 40---How 'in demand' the particular doll/merchandise is in
TP 45---do they want this specific doll or another barbie? or maybe even Ken? (same brand intervention)
TP 39---Price comparison with other brands
TP 46---is the other barbie doll/product cheaper/better than the one to be purchased?
TP 38---Comparison with competitors (eg, the highly popular Bratz Dolls)
TP 47---Crushing gender norms by letting a child who is non-binary play with/have affection towards a doll(Parents' perspective)
TP 37---Messaging of the product(positive/negative)
TP 48---Identifying and evaluating what the brand stands for, and if it aligns with your own ideologies.
TP 49---Is it really required? (questioning the product)
TP 50--- What purpose does it serve?
Post Purchase Experience
TP 73---degree of satisfaction reached
TP 74---how long the novelty lasted (does the child still play with it from time to time? is it still relevant for them? have they managed to keep it in proper condition?)
TP 72---Excitement of the Child upon receiving it
TP 75---Presence/Absence of buying remorse
TP 71---Novelty of a new doll
TP 76---was it value for money?
TP 70---if it contibuted to the 'growth' of the child in anyway shape or form
TP 69---they constantly talk about their new Barbie
TP 77---if it inculcated any new behaviours in the child (new hobbies)
TP 68---They boast and show off their new doll
TP 78---positive/negative influence
TP 67---the child feels 'trendy' with the new toy among peers
TP 79---Wear and Tear of the Doll
TP 66---Excitement of the new gift/doll
TP 80---Guilt for buying a product made of plastic(Eco Consciousness)
TP 101---if another competitive brand has the dolls in a cheaper pricing
Moment of Purchase
TP 57---Fear that the child will brek it or forget about it in a day or two
TP 58---consideration of a cheaper toy
TP 56---Fear of 'Spoiling' the child with Expensive toys
TP 59---encountering a better more educational alternative to the classic doll
TP 55---Questioning the value of the product (Is it worth Rs 2000/3000)
TP 60---questioning the messaging of the product (is it okay to expose them to toxic beauty standards?)
TP 54---added or hidden costs
TP 61---intervention of other brands
TP 53---Consideration of the competition (Bratz Doll)
TP 62---Buying additional products if the child demands for them.
TP 52---Adding products from the same brand to your cart while going to the counter (specifically in Barbie stores)
TP 63---Removing some products if they feel the price is over exceeding.
TP 51---pre-buying remorse
TP 64--- Bad reviews of quality regarding the specific product.
TP 65--- if the brand image has gone down or they have been associated with some sort of tone deaf statement, and the consumer decides not to buy the item last minute
Loyalty Loop
TP 90---Experience with the story of the brand as a whole
TP 91---added experiences provided by the brand beyond the physical doll
TP 89---Collectible factor
TP 92---affinity of the child towards the brand
TP 88---Increase/Decrease in value of the Doll
TP 93---want of purchasing another doll/merchandise from the brand
TP 87---Longevity of the Doll
TP 94---when the child identifies or feels represented through a character or through Barbie herself (Ken, Kelly etc)
TP 86---How important the doll became for the child...(Emotional Importance)
TP 95---if the child has learnt something through the brand (parents' perspective)
Overall Experience
TP 82---satisfaction
TP 83---usability
TP 81---value for money
TP 84---packaging
TP 85--- The shopping bag
TP 96---The monetary value spent on the brand seems worth it
TP 97---How much happiness and excitement the brand has been able to build for the child
TP 98---Anticipation for the next line of dolls/merchandise
TP 99--- How much the child has increased their consumption of the brand since the last purchase
TP 100--- Are they up to date with the news of the brand as in what movies/shows/dolls are coming up?
