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Understanding Consumer Behavior

The vice president of marketing at Allstar Brands wants marketing assistants to interview consumers who purchase over-the-counter (OTC) cold remedies to understand their decision-making process. There are five steps in the consumer decision process: problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. Assistants should use these steps to structure an interview about how much effort the consumer puts into purchasing OTC cold remedies and what influences their decision. The goal is to determine if the process is easy and habitual or requires significant research.

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Tram Anh
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19 views

Understanding Consumer Behavior

The vice president of marketing at Allstar Brands wants marketing assistants to interview consumers who purchase over-the-counter (OTC) cold remedies to understand their decision-making process. There are five steps in the consumer decision process: problem recognition, information search, evaluation of alternatives, product choice, and post-purchase evaluation. Assistants should use these steps to structure an interview about how much effort the consumer puts into purchasing OTC cold remedies and what influences their decision. The goal is to determine if the process is easy and habitual or requires significant research.

Uploaded by

Tram Anh
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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STUDENT/TEAM

Understanding Consumer Behavior

To: Marketing Assistant Trainees


From: Porter Gamble, Vice President of Marketing
RE: Understanding the OTC Cold Remedy Customer

Now that you understand the importance of market research to the success of Allstar Brands,
you must learn as much as you can about the customers in our target market. Target markets are
defined as the consumers where Allstar Brands will focus its marketing efforts. For your next
assignment you will need to find and interview a consumer who purchases and uses over-the-
counter (OTC) cold remedies.

We need to better understand how consumers in this market make a decision to buy an OTC cold
remedy. This is the process that consumers use to select, purchase, use, and dispose of products
and services that satisfy their needs. There are five basic steps, including: 1) Problem Recognition,
2) Information Search, 3) Evaluation of Alternatives, 4) Product Choice, and 5) Post-purchase
Evaluation. The process may be relatively easy and habitual in nature, or it may require more
effort, including extended problem solving. For example, purchasing a soft drink is relatively easy.
Consumers recognize they are thirsty, select a soft drink they have consumed in the past and like,
and purchase the product. Alternatively, purchasing a computer requires more effort. It involves
looking at different computers, the features each model has, deciding what combination of
features best fits your needs, and then making a purchase.

Use the steps of this process to structure your interview. Find out as much as you can about how
consumers in this market use these steps when buying OTC cold remedies. Determine how much
effort the consumer puts into purchasing OTC products. Is it easy and habitual, or does the
consumer put a great deal of effort and research into the purchase process?

When conducting your interview, you should try to find out who or what influences the
individual’s buying process. We should also be interested in how this process gets started, who
decides which OTC cold remedy to purchase for a family, and which primary benefits consumers
consider when purchasing OTC cold remedies.

Attached to this memo is an interview guide to help you prepare and administer your interview.

Complete a one-page summary.

(continued on next page…)


STUDENT/TEAM

Interviewer Name: _______________________________________________

Interviewee Name: _______________________________________________

Interview Date: __________________________________________________

BUYER BEHAVIOR PROCESS


PROBLEM RECOGNITION

(Process that occurs whenever the consumer


sees a significant difference between his or her
current state of affairs and some desired or ideal
state; this recognition initiates the decision-
making process.)

INFORMATION SEARCH

(The process whereby a consumer searches for


appropriate information to make a reasonable
decision.)

ALTERNATIVE EVALUATION

(Consumers use the information collected in the


prior step to identify a small number of products
that will satisfy their needs. Decision criteria are
used to identify the one product that best satisfies
their need.)

PRODUCT CHOICE

(This step involves the making final brand choice


and purchasing the product or service.)

POST PURCHASE EVALUATION

(After consumers use products, they evaluate


their satisfaction with product performance.
Satisfaction is the overall feeling a person has
about a product after purchasing and using it.)

OBSERVATIONS / CONCLUSIONS

(Overall observations and conclusions about the


Buyer Behavior Process for OTC cold remedies.)

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