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    GROUP ACTIVITY - Buying Process Analysis - Crystal

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    CHAU Nguyen Ngoc Bao
    The document outlines a group activity for a marketing course to analyze the buying process of a specific customer segment. Students are asked to: 1) Map out the typical decision-making process for their chosen customer segment (18-40 year olds) including information search, purchase, consumption, and post-purchase stages. 2) Describe the activities and key influencers at each stage. 3) Consider implications for their company to influence customer decisions.

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    GROUP ACTIVITY - Buying Process Analysis - Crystal

    Uploaded by

    CHAU Nguyen Ngoc Bao
    71 views3 pages
    The document outlines a group activity for a marketing course to analyze the buying process of a specific customer segment. Students are asked to: 1) Map out the typical decision-making process for their chosen customer segment (18-40 year olds) including information search, purchase, consumption, and post-purchase stages. 2) Describe the activities and key influencers at each stage. 3) Consider implications for their company to influence customer decisions.

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    GROUP ACTIVITY - Buying Process Analysis_Crystal

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    The document outlines a group activity for a marketing course to analyze the buying process of a specific customer segment. Students are asked to: 1) Map out the typical decision-making process for their chosen customer segment (18-40 year olds) including information search, purchase, consumption, and post-purchase stages. 2) Describe the activities and key influencers at each stage. 3) Consider implications for their company to influence customer decisions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    71 views3 pages

    GROUP ACTIVITY - Buying Process Analysis - Crystal

    Uploaded by

    CHAU Nguyen Ngoc Bao
    The document outlines a group activity for a marketing course to analyze the buying process of a specific customer segment. Students are asked to: 1) Map out the typical decision-making process for their chosen customer segment (18-40 year olds) including information search, purchase, consumption, and post-purchase stages. 2) Describe the activities and key influencers at each stage. 3) Consider implications for their company to influence customer decisions.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 3

    MAR201 – CONSUMER BEHAVIOUR

    Instructor: Van Tran

    GROUP ACTIVITY:
    BUYING PROCESS ANALYSIS

    For the purpose of this exercise, focus on just ONE segment of customers. Make this customer
    segment explicit.
    Your customer segment: ________________________

    1. In the table below, map out the different stages of the typical decision making intergrated with
    buying behavior process followed by customers in this segment (following the framework in
    Peter & Olson page 163 & 194).

    2. For each stage identified, describe (a) the typical set of activities involved (e.g., “Information
    search: Web-browsing, dealer visit”) and (b) the key players at this stage (i.e., the people who
    have a significant influence at this stage).

    a. Typical set of activities involved

    3. Derive the implications for your company. Given this decision making process, how can you
    influence the customers’ decisions to favor your company?

    Your customer segment: __________18-40______________

    Corresponding
    Overt behavior Key
    Stage Specific Activities Implications
    Players

    Prepurchase Information - Read/observe Consumers Impressive and


    Contact newspaper ,magazine, , means of informative ads
    billboard ads media, Meaningful
    reviewers
    1 campaign such
    as: protecting
    environment,
    charity
    Fund access - See on Consumers Coupon: buy 2
    2 magazine/search on Banks get 1, friends
    Internet,listen to Family or will ask each
    friends,co-workers friends other to buy,
    Gifts for family
    or couple on
    occasional days
    like Valentine’s
    Day, Tet
    Purchase Store contact Locate the Close At store
    groceries/café/market friends, promotion: do a
    -go to this place-enter family, simple challenge
    3 consumers,
    this place to receive a free
    mall staffs
    canned Pepsi
    Café
    Product contact -Locate product in Consumers Customer
    store/ask the Staffs Service have to
    saleperson/see the be impressive:
    menu whole-heartedly
    - Obtain product consult, give
    4
    -Order/Take product them an
    to checkout. exposure (a
    small cup of
    Pepsi Café for
    trial)
    Transaction -Exchange Consumers Use online
    money/Interbank , mall paying like
    transfer. cashier Momo, GrabPay
    5
    -Take product out/ to get discount
    Take to the seat and accumulate
    points
    Postpurchas Consumption  Consume/Use product Consumers At supermarket
    e and Disposition Dispose the can or convenient
    Repurchase stores, there
    should be sales
    asking whether
    the consumer
    has used Pepsi
    6
    Café and
    conduct a simple
    survey to
    evaluate (new
    taste,
    effectiveness,
    …)
    7 Communication  Tell others of Consumers On occasion, on
    products experiences and their the can should
    -Post on social media friends, decorate
    family,
    -Provide other differently
    relatives
    information to the between the can.
    firm For example
    when it has
    different cute
    emoji so they
    will tell their
    friends to buy
    another one that
    has different
    emoji

    4.

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