* Ph. D. Research Scholar, School of Management Studies, Vels University
** Professor, School of Management Studies, Vels University, Chennai
Online published on 25 October, 2016.
The paper identifies the consumer decision journey in the new environment of Social Media and attempts to propose the new model of consumer decision journey. The idea of social media has drastically altered the way consumer interacts with manufacturers and service providers and they are more vocal in voicing their needs and wants. The main objective of the paper is to analyze this paradigm shift in the decision process and suggest a new streamlined process.
Various secondary sources were studied in order to conclude the new decision process. The review of literature consisted of sources from white papers, research article, blogs, company websites and review papers.
the review of literature revealed that there is a drastic change in the way consumers are searching about the product they desire and are more concerned towards the value in return of money spent. They are exactly aware of their requirements and expect the companies to understand their needs accurately and deliver the services.
The proposed new model that studies the restructured process of consumer decision journey will redefine the way marketers need to develop a strategy so that consumers can be served in more better and efficient way.
Consumer Decision Journey, Purchase Decision, Social media
