Coppertone customer buying process
Consumer behavior refers to the actions taken by consumers in a particular marketplace and the reason for their actions. It is the study of how consumers use a specific product to satisfy their needs. Any organization needs to understand the behavior of its consumers to meet their ever-changing demands. Understanding the demands of the consumers helps in designing policies of production. Coppertone, just like any other business, is after increasing sales, and to achieve that, they need to understand the consumer preference. The policies formulated might affect the pricing of certain commodities. Knowledge of consumer behavior helps to gauge the relationship between the price and buying of the product. Consumers tend to buy a commodity in large quantities whenever the prices are low and shy off when there is an increase in the cost of the commodity. Coppertone has been able to introduce new products based on consumer behavior. Based on the performance of the previous products, the company has been able to understand consumer demands and come up with more products.
Coppertone customer buying process refers to the journey the consumers go through before they make up their mind on buying a particular good or service. Understanding the consumer buying process helps in coming up with strategies that are in line with the demands of the consumers. The customer buying process entails five significant processes, and they include:
Need/problem recognition
It is usually the first step, and it is often a crucial point in the customer decision process. A customer cannot purchase if he or she has not identified the need for that good or service. Either internal or external factors might influence consumer needs.
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Information search
After identifying the need or problem, consumers usually embark on searching for information about the goods or services that will satisfy their wants. In this stage, the customer often relies on different mediums to get the information on the product they want.
Evaluation of alternatives
Consumers at this stage usually evaluate numerous brands or products intending to find a different option for their product. At this stage, the customer’s attitude usually has a role to play.
Purchase decision
The most crucial stage in the five steps of consumer buying behavior is the purchase decision stage. The purchase decision might be influenced by two significant factors, which include negative feedback from the previous consumers and how they react after receiving negative feedback. Purchase decisions might also be affected by unforeseen circumstances such as job loss.
Post-purchase behavior
At this stage, the customer compares the product with its demand. For Coppertone, this stage is crucial since it will determine if the customer will consider its products in the future if there is a need. A satisfied customer will result in brand loyalty.
A consumer purchase decision might be based on either psychological, situational, or sociological. The psychological factors majorly entail perception, motivation, learning, which is usually due to experience, beliefs, and attitude towards a particular product. Situational factor refers to a temporary situation that will influence whether the customer will buy or not buy the product. The factors might include the availability of the chosen product, weather, location, and time. There are sociological factors that affect customer buying decisions. The society is composed of different persons that might affect the decision to buy a specific product. Family players a critical role in a customer’s preference. The status of the customer in society will also have a vital role in the customer’s decision to buy. A reference group might also influence the choice of where to buy or not buy a product.
Moving forward needs to come up with different strategies for satisfying the wants of the consumers. Changes in technology are one factor that makes satisfying wants very difficult. There are innovations taking place daily, and the customers are quick to adopt them. For Coppertone to continue enjoying the dominance they have in the market is to ensure that they align their products with the new technologies that are in place. The marketing team needs to be close to the customers for them to understand the latest moving trends in society.
In conclusion, marketing plays a critical role in selling goods or services to potential customers. Customer buying behavior changes rapidly, therefore, making it very difficult to satisfy their needs. It is upon the organization to be ahead of the customers in terms of information. It will help them come with products that will fulfill the demands of the customers. Numerous factors influence customer buying behavior. The company has the responsibility to come up with products that will satisfy human wants. Negative feedback on a product dramatically affects the preference of the product by the customers. The company has to ensure all the products that they produce will meet the standards of the customers. Coppertone needs to ensure they align their marketing strategies in line with the latest technology to gain more customers.
