The target group of Lipton ice tea are the “16-29 year old urban affluent healthy hedonists, young minded people, who enjoy life but also understand the importance of healthier choices”.
The need for a product arrives from a generic or basic need. A consumer may choose from various categories that may fulfill his/her requirement. For example water, beverage etc. The person will then choose his preferred category and will now start to evaluate various brands in that category. Once he is done evaluating various brands available, he will make a purchase decision based on factors like price, availability, value provided etc. After purchasing and consuming the product, he may buy the same product again or not based on his satisfaction from the product consumed.
In case of my product the process will go as follows:-
Problem Recognition-----> I am Thirsty ! My mouth is dry !
Information Search-------> How can I quench my thirst?. There are various options in front
of me like water, or perhaps a beverage, maybe something hot,
or should I have something cold?!.
Evaluating Alternatives---> Ok so Ive decided to have something cold and refreshing.Ive
got options like Lipton Ice Tea, Nestea, Coke, Pepsi etc. Let me
find out their prices, availability, quantity etc.
Purchase Decision--------> So now that I have evaluated my options,Im going to purchase
Lipton Ice Tea because it meets my requirements.
PostPurchase Behavior--> Am I satisfied with the taste, the quantity, the price of Lipton Ice
Tea? If Yes then great, let me go and get another one. If No,
then, Ill buy another brand or category to fulfill my thirst.
Its very important for an organization to understands various aspects of buying behavior of a customer. Its relevant because it helps the brand to strategize and take conscious decisions regarding increasing sales of its product and to provide maximum value to its customers.
The need for a product arrives from a generic or basic need. A consumer may choose from various categories that may fulfill his/her requirement. For example water, beverage etc. The person will then choose his preferred category and will now start to evaluate various brands in that category. Once he is done evaluating various brands available, he will make a purchase decision based on factors like price, availability, value provided etc. After purchasing and consuming the product, he may buy the same product again or not based on his satisfaction from the product consumed.
In case of my product the process will go as follows:-
Problem Recognition-----> I am Thirsty ! My mouth is dry !
Information Search-------> How can I quench my thirst?. There are various options in front
of me like water, or perhaps a beverage, maybe something hot,
or should I have something cold?!.
Evaluating Alternatives---> Ok so Ive decided to have something cold and refreshing.Ive
got options like Lipton Ice Tea, Nestea, Coke, Pepsi etc. Let me
find out their prices, availability, quantity etc.
Purchase Decision--------> So now that I have evaluated my options,Im going to purchase
Lipton Ice Tea because it meets my requirements.
PostPurchase Behavior--> Am I satisfied with the taste, the quantity, the price of Lipton Ice
Tea? If Yes then great, let me go and get another one. If No,
then, Ill buy another brand or category to fulfill my thirst.
Its very important for an organization to understands various aspects of buying behavior of a customer. Its relevant because it helps the brand to strategize and take conscious decisions regarding increasing sales of its product and to provide maximum value to its customers.
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