Submitted by:Adil Anwar 11DCP003 Ankit Sharma 11 DCP010 Karthikeya Raman 11DCP022 Piyush Sharma 11DCP033 Subrata Jadon

adon 11DCP048 Joseph Thomas 11DCP076 Mayank Gaur 11DCP081

The Origins of Journey As a Deep Metaphor

How we frame time and unfolding events-the essence of "journey" as a deep metaphor-influences such consumer decisions as home buying, financial planning, charitable giving, health care, snacks, vacations, to name a few.

A consumer who risks inheriting a disease in his forties and one whose parents are vibrant octogenarians may make different health care choices Different consumers with equal debt may save differently, depending on their past success in managing similar debt. Consumers apply past experiences and current circumstances when planning the future. Consumers view their identities and their choices through the deep metaphor

What Journeys Reveal About Consumers

The Insurance company nationwide adopted the moving object approach - In its campaign Life comes at you fast, stressed how lifes events can blindside a consumer. Usually consumers view approaching events with more urgency especially when the impending events involve financial obligations

So, to establish healthy relationships with consumers, companies must understand how people frame their journeys.

Which Consumer Should You Target??

Financial Planner Car Salesperson

- Two prospects : (a) Affable and enthusiastic with a positive outlook of life. Uses phrases as Life is short and Youre only on this earth for a short time. One whose mindset is live day to day. (b) Pleasant though reserved. Uses phrases as have a lot of life left and retirement will be the beginning of a new life rather than the end of journey.

Journey Themes

Known Journeys - Can have positive or negative outcomes. - In positive outcomes, the consumer focuses on reaching the goal whereas in the negative outcomes, the traveller typically procrastinates or avoids a destination if possible. Unknown Journeys Often features excitement or anxiety, depending on whether the outcomes are positive or negative. - Buying a home for the first time - Searching for a job - Discovering and switching brands Obstacles and Facilitators on Consumer Journeys Obstacles - He had to overcome many hurdles to achieve success - That was just a bump in the road in this relationship Facilitators - Let us bridge the gap in our thinking - Those ahead of me paved the way for my success

Uphill and Downhill Journeys

Sir Winston Churchill described life as a journey: Every day you may make progress. Every step may be fruitful. Yet there will stretch out before you an ever-lengthening, ever-ascending, everimproving path. You know you will never get to the end of the journey. But this, so far from discouraging, only adds to the joy and glory of the climb - Uphill journeys typically feature difficulties and struggle and emotionally daunting. - The outcome at the top of the journeys, brings great reward and a sense of achievement. - Downhill journeys can have both positive and negative connotations

Fast and Slow Journeys

Fast journey:- positive and negative connotations Positive fast journey- feeling of accomplishment, emotional satisfaction and practical benefits. Negative fast journey- stress anxiety and lack of control. Slow journey:- positive and negative connotations Positive slow journey- reduction in stress, rejuvenation or a new prospective Negative slow journey - frustration and feeling of lost efficiency

Summary

Journey is widely the most widely examined and universally felt deep metaphors and appears as a major theme in literature around the world. Journey is rooted in our awareness of time, evolution, progress and maturation. Consumers often experiences himself or herself as on a journey and sometimes experiences others on a journey

Even objects or events are journeys