What criteria do buyers use to evaluate the available offerings?

Using the company Vans for this assignment, answer as many questions to design your buyer journey.
List your company, the buyer(s) and answers for the 3 stages. Then, illustrate the customer journey similar to the example linked at the bottom.
Awareness Stage
During the Awareness stage, buyers identify their challenge or an opportunity they want to pursue. They also decide whether or not the goal or challenge should be a priority. In order to fully understand the Awareness stage for your buyer, ask yourself:
How do buyers describe their goals or challenges?
How do buyers educate themselves on these goals or challenges?
What are the consequences of inaction by the buyer?
Are there common misconceptions buyers have about addressing the goal or challenge?
How do buyers decide whether the goal or challenge should be prioritized?
Consideration Stage
During the Consideration stage, buyers have clearly defined the goal or challenge and have committed to addressing it. They evaluate the different approaches or methods available to pursue the goal or solve their challenge. Ask yourself:
What categories of solutions do buyers investigate?
How do buyers educate themselves on the various categories?
How do buyers perceive the pros and cons of each category?
How do buyers decide which category is right for them?
Decision Stage
In the Decision stage, buyers have already decided on a solution category. For example, they could write a pro/con list of specific offerings and then decide on the one that best meets their needs. Questions you should ask yourself to define the Decision stage are:
What criteria do buyers use to evaluate the available offerings?
When buyers investigate your company’s offering, what do they like about it compared to alternatives? What concerns do they have with your offering?
Who needs to be involved in the decision? For each person involved, how does their perspective on the decision differ?
Do buyers have expectations around trying the offering before they purchase it?
Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies?
Illustrate the Customer Journey
Draw and type a Customer Journey Map – you can use any drawing tool, app, etc.

Example of customer journey:
https://mr-smiledrug.medium.com/changing-digital-marketing-and-consumer-journey-6bf5d5a31933

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