Mapping the pre-purchase customer journey of premium livestock feeding technology : a manufacturing company case study

This study intends to map the pre-purchase customer journey of farmers seeking to purchase a feed mixer (B2B), including the value generation process along the route. It attempts to define the steps that comprise the pre-purchase phase based on a conceptual framework that is validated by customer interviews within a manufacturing company. There are three steps in the pre-purchase customer journey: (1) problem recognition, (2) information search, and (3) alternative evaluation. However, these steps are not sequential, as suggested by the majority of research. Customers frequently transition between stages. This implies that firms must optimize touchpoints while concentrating on offering value. This study contributes to the existing body of knowledge by focusing on the pre-purchase phase of the customer journey from the perspective of an agricultural B2B manufacturing firm.