Consumer Behavior Fundamentals

1. Consumer Behavior Fundamentals Name College Course Tutor Date

2. DESCRIPTION OF THE PURCHASE BUYING PROCESS • Problem recognition At this stage, one perceives a need for a product purchase. For instance, an individual feels hungry in the middle of town during the day. The answer to the need will be purchasing a meal at a hotel. Thus the need identifies by the client s to make a purchase for a product, meal. • Information search Once the need is identified, information is sought so as to select a specific product which will likely meet the need. For instance, the hungry individual will select the type of meal to be taken since in a hotel, there are menus. Internally, information may be got from previous experience or knowledge. Information of the best hotel may be got externally from friends, websites or even consumer reports (Noel, 2009).

3. DESCRIPTION OF THE PURCHASE BUYING PROCESS Cont…..Alternative evaluation • The searched information will clarify the consumers’ problem by suggesting purchase criteria, yield brand names which meet the criteria and develop the consumers’ value perception. Purchase decision • The consumer, depending on the past experience, terms of sale may be faced by three possibilities which are: from whom to buy, when to buy and not to buy. Post-purchase behavior • After the product is bought, the consumer compares the product to what he or she had expected. The result may be that the buyer is satisfied or dissatisfied.

4. Explanation of Maslow’s Hierarchy of needs

5. Application of Marlow’s hierarchy of needs theory to the suggested target market for selected product The theory is useful in understanding the customer needs and producing what suites them. Being in the food industry, the most basic needs for the target market are provided. There is likelihood that large sales volumes will be realized. That is because the customers have to eat before thinking about anything else. With most clients working in towns, the provision of food in hotels will be more convenient for the clients who are pursuing their different interests.

6. USING SUGGESTED ADVERTISING APPEALS TO TIE THE PRODUCT’S FEATURES BACK TO THE SUGGESTED AD • The product will be priced cheaply and packaged in a portable container. The ad will thus easily attract the clients since all would like to have a good value at a cheap cost (Batra & Kazmi, 2008).

7. Turn the products features into benefits for the customer The product will be packaged in a portable and environmental friendly package. In the package will be made to consist of a wide variety of nutrients required by the body and give the client a fill of satisfaction as well. The customer will thus effectively access the required nutrients and feel satisfied as well, despite their far distance from their homes.

8. Persuasion Message “Our package is consistent of what is essential to your daily activities. All the essential micronutrients are inherent in the package. It is not only sweet to the taste but also to the body and mind. The food is tasty, satisfying and fulfilling. Look no further for what is best”.

9. Conclusion • The message matches the target market since the target market is mainly the urban dwellers who work in towns, far away from their homes. • To carry out their work effectively, they have to be well fed and with the required nutrients in the body. Once they are well fed, they will be able to carry out the other tasks and pursue their other interests.

10. REFERENCES Noel, H. (2009). Consumer behaviour. Lausanne, Switzerland: AVA Academia. Batra, S. K., & Kazmi, S. H. H. (2008). Consumer behaviour: Text and cases. New Delhi: Excel Books.