Question

How can I do Consumer Decision Making Process for Sephora ( sephora products specifically )?

Answer 1

answer-

Consumer decision making process for Sephore product-

step 1- Need recognition or problem identification-

At this stage, Consumers identify what they need or what problem they want to solve.If a consumer is facing problem that consumer's hair are falling or Consumer need new makeup then Sephora can help customer to identify this need. They can advertise their products on TV and social media so that customer immediately able to find thier need.

Step 2-Information search-

At this stage, Sephora can help customers to provide all the information customer need to make its decision for its products like Make up, hair care, skin care etc. This can be done sepohora done commercial ads, review of celebrities like Rihana on Fenty cosmetics etc.

Step 3- Evaluation of alternatives-

At this stage, Consumer will evaluate sephora's products with other companies. This means consumer will analyze pros and cons. In this sephora can help customer by providing offers, discounts and free samples like promotional stratgey to attract customer to its brand.

step 4- Purchase decision-

At this stage, Consumers will make purchase decision and buy its products. This stage involves customer go to its store and buy what products they need. It could be make up, fragrence, hair care like shampoo etc which meet their need.

Step 5- Post purchase evaluation-

at this stage, the purchase of the product is followed by post-purchase evaluation which refers to analyzing as to whether the product was useful for the consumer or not. In this case if customer is satisfied with sephora's product then customer will purchase again.

Sephora as Buyer-

The steps will be same but now sephora will be the buyer-

Need recognition stage where sephora will look at its store and see which products are stock out from its store. This will create need to purchase such products. for example- if Makeup products like foundation and lipstick are stockout then sephora need the product.

Information search at which sephora will look all the makeup brands about thier reputation, customer base, Competitors. It can gather information from online, suppliers and social media influencers giving reviews about makeup brand like fenty, loreal etc.

Evaluation of alternative at which sephore will look at supplier's price and quality. The supplier who will provide branded makeup products at low cost sephora will choose that supplier.

Purchase decision at which sephora make purchase decision to buy all makeup products it need and stock out at its store.

Note- i put both ways sephora as seller and buyer.