1).The need and want that led to the purchase of Rubbee (cosmetic lotion)
Before an individual is tangled into buying any product, it is typically true that there is either a want or need that needs to be satisfied which later leads to the demand of a particular product that can offer the solution or satisfy the need/ want. This implies that the purchase of a product is initiated by problem recognition. When a customer identifies a difference between what they perceive to be good for them and the actual reality of what they are, where they are or what they have (Tatlow et al. 2017, p.120).
Based on the preceding incite, I reached a decision for buying Rubbee when i developed a feeling that I should make my skin look smooth moisturizing and soft. This entrenched from when I compared my skin and that of a colleague and it seemed mine was lacking something, and I had to look into it. In other words, my want/ need emanated due to my poor skin compared to my colleague (the difference between what I perceived to be good for my skin and the actual reality of what my skin is led to the need)
Once the need/ want has been identified, the absolute step to take is to start looking for the relevant information regarding the possible products that could solve or satisfy the problem. In most cases, the client is exposed to a tone of alternative products to choose from. However, the type of product to be chosen by the customer is mostly dependent on the available information to the customer regarding the available products. The information usually varies, i.e. internal and external information sources. Based on the gen, the customer will always pick the most satisfying in terms of solving the problem. Firms therefore tend to build information that makes them exceptional as the industry leaders.
It is obviously true that there are many cosmetic products that could definitely help in solving the problem but I chose Rubbee. This is because reminisced that the colleague who had a smooth skin was using Rubbee cosmetic. It helped me to internalize and admit that the cosmetic is the best solution for my problem if I wanted to make my skin smooth as that of my colleague. Additionally, the cosmetic also had a good and aromatic ordure. These kinds of information can be grouped as internal information.
On the hand, the cosmetic had a tone of persuasive advertisement over the press. This was right from the newspapers, radios, to TVs. This further catalyzed my interest into thinking that it is the best cosmetic product for my problem and thus luring me into buying the product. In other words, the external information sources included radios, newspapers, and TVs among others which additionally increased my interest.
We live an era where, when a consumer or a customer is thinking of buying a particular product, they take an extra effort of looking through different reviews from different information sources. This has been substantially boosted by the increasingly persistent adaptation of internet accompanied by increasing mobile technologies. There are loads of information in the internet which helps the customers to compare and contrast the different brand available for their need/ want. Moreover, when the y have made up their minds on which product to purchase, the go an extra mile, searching for sellers who offer the best and cheapest prices.
2). Internal and external information search to identify sources for making informed decision
This may basically refer to the combination of product brands that a customer evaluates when making a purchase decision. As the search begins, the consumers collects relevant information and comes up with the set of products that showed a positive impression, this is referred to as the evoked set.
Firstly, Rubbee cosmetic had its advertisement running on the press and when I went further to make a search on the reviews, it still had a good rating as compared to its alternative/ substitute brands. This definitely made it exceptional for purchase.
After coming up with the set of products to choose from, there other brands which may not be in the set but might have to be considered. For example, when I went to buy Rubbee, I came across another lotion that was on promotion, that if I had bought one, I would get one free. In another case, when I had gone to buy a Samsung tab, I found a Huawei on promotion which comes with a free Bluetooth headphones worthy $80. This reflects the inert set.
The inept set refers to the group of products that showed a negative impression and are not included in the desirable set. The bad impression comes as a result of the search findings. This may be bad article and/ or video reviews.
Although many cosmetics had their advertisement running on the media, the search results indicated a noticeably bad experience for those who had used the products before. This made had them settled in the inept class.
At this stage, all the relevant information has been gathered and evaluated and an imperative decision has been made. However, there are still chances that a customer can walk away. This call for the provision of the many secure and convenient purchase alternatives. Different customers have different payment/ purchase preferences. Additionally, the payment alternatives should be as simple as 1 2 3. If several steps are involved, the client could still get lost and the purchase may be cut (Khandakar et al. 2017, p.20).
When purchasing my Rubbee cosmetic, I created an order but did not complete. However, due to the follow-up emails and texts, it really made feel like am losing something by not buying it and yet, they were giving guarantee of “money back” in case of failures or dissatisfaction. Moreover, the online purchasing steps were very simple and friendly. This marks a very important stage in marketing principles as it solely determines the number of successful sales.
After a customer purchasing a product, it does not necessarily imply that the whole process s complete. In fact, the positive review and customer loyalty highly depends on this stage. It is at this stage that a customer decides if they really made a right choice in purchasing the product or no. if the customer feels dissatisfied, then the seller has to provide alternatives which among others could include simple steps of exchanging the product for another alternative. This helps in minimizing the level of dissonance.
When I had made my final transaction on the Rubbee cosmetic, the customer support kept sending me a follow up text inquiring my experience with their product and suggestion of how I would love to be served the next time I transact with them (Sabaghinejad et al. 2018, p.10).
References
Khandakar, M.S.A., Bhuiyan, M.R.U. and Siddika, H., 2017. Customers’ Expectation towards Online Marketing: A Study on Some Economic Zone in Bangladesh. American Journal of Trade and Policy, 4(2), pp.55-62.
Sabaghinejad, Z., Hosseinizadeh, F., Azadeh, F. and Farajpahlou, A., 2018. A survey of jundishapur medical sciences university students viewpoints in Ahvaz considering the effective components in the marketing process of libraries based on the principles of marketing mix (9P’s model). Journal of Fundamental and Applied Sciences, 10(6S).
Tatlow-Golden, M., Verdoodt, V., Oates, J., Jewell, J., Breda, J.J. and Boyland, E., 2017. A safe glimpse within the” black box”? Ethical and legal principles when assessing digital marketing of food and drink to children. WHO Public Health Panorama, 3(4), pp.613-621.
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
