The Marketing Implications of the Buyer Decision Process of Nestlé Cookie Crisp
The marketing implications of the buyer decision process of Nestlé Cookie Crisp.
Executive Summary
The marketing implications of Nestlé Cookie Crisp were examined in relation to the stages of the buyer decision process. This report looked at the aspects of each stage in the process, and considered the implications of each issue on the marketing of Cookie Crisp. Since the process is guided in some stages by unexpected factors and the behaviour of other consumers it was found that marketing research must be done and the findings used to influence each stage of the process. Also a regular measure of customer satisfaction must be done to constructively determine the success of Cookie Crisp and other products from Nestlé.
Terms of Reference
This document reports the marketing implications of need recognition, information search, evaluation of the alternatives, purchase and the post-purchase evaluation stages of Nestlé Cookie Crisp.
Introduction
In producing and marketing a new product, most companies research the buying decisions of the consumer to find; what consumers buy, where they buy it, how and in what quantity they buy, when and why they buy. The model in Figure 1, as found in Kotler et al (2005), shows the stages that the consumers pass through to reach a buying decision (see Appendix 1). The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior. In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product. The next section will look at the marketing implications of the five stages.
Need recognition
The buying process starts with need recognition. According to Kotler et al (2005), this is where the consumer recognises a problem or need. This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of
Executive Summary
The marketing implications of Nestlé Cookie Crisp were examined in relation to the stages of the buyer decision process. This report looked at the aspects of each stage in the process, and considered the implications of each issue on the marketing of Cookie Crisp. Since the process is guided in some stages by unexpected factors and the behaviour of other consumers it was found that marketing research must be done and the findings used to influence each stage of the process. Also a regular measure of customer satisfaction must be done to constructively determine the success of Cookie Crisp and other products from Nestlé.
Terms of Reference
This document reports the marketing implications of need recognition, information search, evaluation of the alternatives, purchase and the post-purchase evaluation stages of Nestlé Cookie Crisp.
Introduction
In producing and marketing a new product, most companies research the buying decisions of the consumer to find; what consumers buy, where they buy it, how and in what quantity they buy, when and why they buy. The model in Figure 1, as found in Kotler et al (2005), shows the stages that the consumers pass through to reach a buying decision (see Appendix 1). The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior. In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product. The next section will look at the marketing implications of the five stages.
Need recognition
The buying process starts with need recognition. According to Kotler et al (2005), this is where the consumer recognises a problem or need. This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of
References: 1. Jobber, D. & Fahy, J. (2009) Foundations of Marketing. 3rd ed. Berkshire: McGraw-Hill Education. 2. Kotler, P., Wong, V., Saunders J. & Armstrong, G. (2005) Principles of Marketing. Fourth European Edition. Essex: Pearson Education Ltd.