3 phases of Consumer Decision Journey in action
Brands in the initial consideration set can be up to three times more likely to be purchased eventually than brands that aren’t in it.
- October 2012
- By Martin Elling, John Forsyth, and Brian Saleberg
NOTE: On this page, we provide extracts of our discussion on three phases of the Consumer Decision Journey. To read the complete analysis, please download the full report (PDF–2.05 MB)
Phase 1: Initial consideration – How consumers get started
The Global Digital Diaries project emphatically confirmed the assertion above. In all but two cases, participants bought a phone model that was in their initial consideration set.
One striking note: Outside Brazil and China, where iPhone availability was spotty at the time of the survey (to the extent that one out-of-stock Apple store got egged by angry consumers in Beijing) all but three people mentioned the iPhone, even if only to dismiss it, usually on the basis of cost. Apple was not only the most mentioned brand, but regarded as the coolest. As one respondent put it, iPhone owners have a “free pass to high society.” Perhaps that is overstated, but the larger idea pertains; “I like the status associated with it,” said another. A Hong Kong woman was forthright about the fashion-forward aspect: “Is it sad if I also said I would feel a little less cool without the iPhone? It’s definitely a bit of a status symbol here—I think everyone from HK on my Twitter has an iPhone! Do I really want to step out of the in-crowd?”
But the price differential was simply too big for many. “In Brazil, it is very expensive to buy an iPhone,” complained a student, “and I’m not interested in spending a lot for a handset that will offer me the same capabilities as Android.” Agreed another Brazilian: “Unfortunately, the iPhone 4S in Brazil has an astronomical price. It costs more than a great Notebook. Yeah, I’m not joking guys, it costs about $1,200. It’s insane.” A Chinese respondent had a similar take: “Although the iPhone’s performance is a little better, the HTC’s performance can meet my needs”—at a much lower cost.
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