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Analyze the Buyer Decision Process of a Typical Pink Customer

Essay by   •  July 14, 2011  •  Case Study  •  1,073 Words (5 Pages)  •  2,219 Views

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1. Analyze the buyer decision process of a typical Pink customer.

Need recognition: This can come from internal stimuli (basic needs such as hunger, thirst, protection) or external stimuli. Considering that people do not purchase fashion brands based on such needs as, "I am cold/naked and need protective covering," this first step is likely to be based on external stimuli. Note that the factors that influence a potential Pink customer's recognition of need may also affect other phases of the buyer decision process. These include promotional information from the company itself, word-of-mouth information from friends/acquaintances, groups, lifestyle, status, and self-concept. Consumers are likely to filter some bit of information from one of these sources in recognizing that they need a clothing item that is fashionable, trendy, and hip.

Information search: Again, this can be internal or external. However, the nature of internal/external influences is different for this phase. Potential Pink customers could draw from either source. They draw from internal (i.e., experiential) sources (their own knowledge based on previous experience or exposure to product information) based on how familiar they are with the brand. For those very familiar with the brand, frequent purchasers, they may not gather information beyond internal information. However, many will draw from external sources, including friends and acquaintances or company advertising/point-of-purchase displays/sales people.

Evaluation of alternatives: Methods used for evaluating alternatives vary widely. Thus, it is difficult to illustrate what the "typical" Pink customer might do for this phase. However, one thing is consistent across individuals as they go through this phase. Consumers compare the option(s) in question to a set of criteria. Thus, if potential customers are looking for a pair of sweats that they can use for marathon training, the criteria will likely be much different than if they were looking for a pair of sweats to wear in social situations. Potential Pink customers might be looking for something that is comfortable, fashionable, casual but dressy enough to wear to class/out shopping, priced within a certain range, etc. Potential Pink customers might compare the Pink brand to one or more other brands on this set of criteria, or they might consider the Pink brand in isolation relative to the criteria. This will depend on factors already discussed in the first two steps of the buyer decision process.

Purchase decision: The potential Pink customer will choose Pink if the article under consideration meets the criteria better than any other option. There are additional considerations that may pop up at this phase, including the opinion of friends and unexpected changes to any of the factors considered during evaluation of alternatives.

Post purchase behavior: During this phase, consumers form impressions that will have an effect on future purchase and word-of-mouth. Much of this boils down to the concept of satisfaction: How do consumers perceive the product's performance relative to their expectations prior to purchase? Pink customers' expectations could be based on things already mentioned in the previous steps of the buyer decision process. If they are confirmed or exceeded, then the consumers develop some level of satisfaction or delight. They then are more likely to spread positive word-of-mouth and purchase again. If the Pink customers' expectations are not met, they are

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