Buyer and behaviour
Need recognition,
Search,
Pre-purchase
Evaluation,
Purchase,
Consumption
Post purchase evaluation (Good decision, Bad decision)
Maslow's Hierarchy of Needs
1. Physiological- Food, Water
2. Safety- Shelter, Defense
3. Belongingness- Relationships, Family, Home
4. Esteem & Status- Power, respect, worth
5. Self Actualisation- Personal Values
Which Product?
- Memory: (Good, bad or indifferent)
- Long Term/ Short Term
- Aesthetics: Does it look right?
- Emotion: Does the product have to evoke an emotion?
- Love, Conscience, Hedonism
- Genetics: Men vs Women
- Logic and range of choice
- Attitude to risk: Some people will be happier taking
- a risk that others.
- Nature of Problem routine: Simple vs Complex
- Low/ High involvement.
- Religion/ Belief structures
- Legal issues
- Others views: Peers, Friends, Family
- Financial issues
We were asked to choose a product and write the market information, collectively this is what we came up with. We decided to look at Kinder and the Bueno chocolate bar specifically looking at the pros, cons and target audience etc.
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