Question

My organization is a swimwear company.

1.Discuss all stages of the Buyer Decision Process for this organization using the example of a target consumer.

2. Discuss how online shopping has changed in the business-to-business market using an example.

Answer 1

The answer to Question 1.

Product: Swimwear

Target Consumer: Customers who consider swimming as the best exercise. (Behavioural Segmentation)

Buyer decision making is divided into 5 stages which are explained below:

Stage 1 - Recognition of need or problem: This is the first step in decision making, a buyer recognizes the need or the problem and identifies a product that will solve the problem. In this case, a swimming enthusiast wanted to start swimming as part of his daily excercise routine and finds that he need a swimming costume to go to the pool.

Step 2: Information Search: He searches on the net on various brands of swimming costumes and their quality and different product attributes, he does the research to find the best-fit product for his need.

Step 3. Evaluation of alternatives: Among all available alternatives in terms of design, brand, material, etc. now the buyer sets an evaluation parameter that suits his need.

Step 4. Purchase decision and purchase: in this stage buyer finally decides on what to purchase and from whom or where to purchase. He also decides on which brand to purchase and either from the multi-brand shop or exclusive store etc.

Step 5. Post-purchase behavior: This step is very important because this sets the path for further purchase of the same product or not to purchase the same product based on the experience with the product. If he finds that the swimming costume was actually as per his requirement he may buy another set from the same brand.