#12 iPad Customer journey across 3 countries
Below are flow charts illustrating the cusotmer journey for Britian, Nigeria and China with a comparison written underneath.
Britian
1. Research on the different Ipads on shopping websites (different model and functionality) and do a price comparison.
2. Have a few preferences which customer examines physically within a store.
3. Customer finalises a preference and compares prices one last time (usually fixed for iPad amongst retailers).
4. Customer purchases the iPad from the cheapest retailer depending upon convenience.
Nigeria
1. Research on the different Ipads on shopping websites (different model and functionality) then decide which one to purchase
2. Then check on the mostly used Nigerian forum site (nairaland.com) to get reviews of other users, and its market price values, experiences of users of the product. This is to have an idea of the price range
3. Then goes to the general electronic market to bargain on the purchasing price for the product, because there is no fixed price on electronic products in Nigeria, except online
4. Purchase the Ipad product at the cheapest bargaining price at the market
Comparison
Although the general customer journey is similar with UK and Nigeria, in the UK most customers conduct research prior to purchasing but view the product in store for satisfaction and then purchase accepting the fixed price. However for Nigerian customers’ prices can be bargained where the customer attempts to beating down the price depending on buyer bargaining power. Buyers prefer to go to the larger general electronic market as there are likely to bargain more to buy cheaper than buying online. Chinese cusotmers are however not price consious and are more concerned about the credibility of the retaile to ensure original product purchase.
China
1. Research on the different Ipads on shopping websites (different model and functionality) and do a price comparison.
2. People are skeptical upon who they buy the iPad from due to various people selling unoriginal types therefore they purchase from official/well known stores and do not consider price.
3. Most cusotmer travel to main cities to purchase like Hong Kong/Macao due to reliability.
4. Customer purchases the iPad from the most credible source.