Article written by Dr. Umashankar Venkatesh on "Marketing Analytics : Understanding The Customer Journey

Customers, whether – end-users or intermediate – while making a purchase, usually go through a series of activities and decisions pertaining to satisfying their needs in a way in which they consider that they will best achieve the specific requirements for which they had entered into the process of buying. For the personal-use retail customer, many of these activities could be driven overtly rationally; overtly emotionally; or a mix of both.

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