Opgavebeskrivelse
1. Analyze the buying behaviour of customers buying Fentimans products. Your analysis should include relevant parts of Maslow’s pyramid of needs, buying behaviour theory and perhaps the SOR-model if you find it relevant.
2. According to the Minerva lifestyle model, give your opinion on what type of consumers buy Fentimans’ products.
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Uddrag
High involvement purchases often include those involving high expenditure or personal risk – for example buying a boat, a house or items such as furniture. High involvement starts out with the personal beliefs, here you look at what the individual buyer has of beliefs of a particular brand or product.
As an example, does the buyer think that drinking Fentimans beverages is bad for the health? Next, you look at the individual consumer's attitude. As an example, does the consumer think that the design is ugly and too feminine or is the design of “old school”? At the same time, the consumer is thinking about personal beliefs and attitudes he is also thinking about the normative beliefs.
The normative beliefs are about what the people around the consumer such as friends and family belief. As an example, if the consumer friends think that Fentimans beverages are dreadful, there is not a big chance of the consumer buying the drinks.
Next comes the subjective norms. The subjective norms are about whether the people around the consumer will approve or disapprove of the purchase. All of these four boxes lead to the purchase intention.
In the purchase intention box the consumer debate whether there really is a need for this product and if there are cheaper/better alternatives.
If the consumer feels like the product is worth buying, he moves on to the next box purchase, but if the consumer feels like this is not the right product for him, the consumer begins searching for a new product and once more goes through all of the boxes.
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