Consumer Decision Making and Journey Map

Consumer Decision-Making & Journey Map
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Consumer Decision-Making & Journey Map
In writing this individual interpretive assignment, I chose a consumer who had recently purchased the services of an IT specialist. The purchased service by the consumer will play a critical role in conducting this decision-making interview. Conversely, the cost of the purchased service by the consumer was $500 as it involved the creation of a website. The created website aimed to alleviate the daily sales and management challenges the proprietor endured when running their honey business. Evaluating a consumer’s experience is crucial in the determination of whether the venture was successful or not. Therefore, intending to gain, gather, and analyze their thoughts, I will conduct an in-depth consumer interview to explore their ‘lived’ experience.
Interview
Interviewer: What’s your name?
Consumer: Jane White
Interviewer: Thank you for creating time for us to have this interview.
Consumer: You are welcome.
Interviewer: We read on the municipality’s weekly blog that there was a new kid on the block that would make your customers excited. Is this true?
Consumer: Yes, that is true.
Interviewer: I am excited to hear that. Do you mind disclosing what you bought?
Consumer: I do not mind. I contacted an IT specialist and asked them to create a website for us.
Interviewer: Wow, that is good progress for a business that began operations early this year. So, when did you make the purchase?
Consumer: The website was created two months ago and handed to us a month ago.
Interviewer: Did you make the purchase alone?
Consumer: No, I consulted my husband, who doubles as the Director and Farm Manager.
Interviewer: Why did you decide to consult him?
Consumer: Well…, he is my husband (laughs a little). I found it wise to consult him because of his vast experience.
Interviewer: That is quite interesting. So what informed the decision to purchase the website?
Consumer: The decision to buy was informed by the changing market dynamics and the growing demand for honey by consumers in Canada.
Interviewer: I am pleased to hear that. So what motivational factions influenced the decision?
Consumer: As a company, we are always excited about new challenges. Therefore, we decided to shift our business model to an online one after observing that consumers were complaining that they were not receiving their orders on time.
Interviewer: Were you struggling to keep up with the incoming orders?
Consumer: Indeed, we were struggling. When you sell good products, you can be confident that you will have more business, and sometimes you might lose track if you do not have a good sales and management system.
Interviewer: I agree with your sentiments. What cognitive factors motivated your purchase?
Consumer: The outbreak of Covid-19 in 2020 was detrimental to most businesses globally. Therefore, having evaluated these circumstances and feared the emergence of such a disease again, we found it prudent to shift to an online model to pre...