Consumer Behaviour and Brand's Role in the Purchase - Case Study Example

Name: Institution: Date: The customer is a lady who values her physical appearances. She also wants to be attractive like the other girls and she goes on her own to research on different brands of eye makeups that are in the market. She followed, though unknowingly, the consumer information processing model as follows: The client buying process kicked off when she recognized that there was essence of her being in fashion. She had to solve the problem by looking for the appropriate makeups. She opted for eye makeups amongst other forms of makeups. After she had recognized the problem, she had to look for the most appropriate way of solving it. She looked at several websites, advertisements and even blogs. She then evaluated and selected the alternatives of eye makeups which were in the market. She theoretically found a full set of brands. Then, she became aware of only the brands which are in the market (awareness set) like: Stila, mac, Bloom, Shu Uemura, Kryolan, kevyn Aucoin and Ben Nye. From the blogs, she was able to consider various factors like their cost, beauty and availability. Then, she felt that Ben Nye had the bunch of the desired attributes. (Makeuptalk 2013). While using the Ben Nye brand, she continued evaluating the results of its application and she got positive feedback from her friends and boyfriend. Did the Brand play any role in this purchase? The brand did not play a significant role in this purchase. Reason. This is evident when she researched from the website blogs and made her consideration based on their prices, availability and beauty results. She finally made up her mind to purchasing the Ben Nye brand since it had the properties she desired. So the customer did not focus on the brand but on the features associated with that brand. Implications for the marketing manager 1. The brand type is not a big deal. This means that the eye makeups companies should focus on the beneficial aspects of the product. Therefore, the manufacturing companies should ensure that they focus on how to make their products economical, available to many and have improved beauty results to the customers. 2. The companies should be paying attention to the social media It is from these social media where the marketers will be getting the views from different users of the eye makeups. The marketers will be able to know how their products are rated by the customers as compared with their rival products. They would also be able to know how to improve their products depending on the opinions of the bloggers. 3. The clients are the inevitable marketers Whenever the clients are contented with the product, they would be praising the product even to the most remote places where the company might have never imagined of marketing their products at. In case the product gets praised by several clients, many buyers will be willing to buy the product expecting such beneficial features and this would eventually make the company to earn more returns. Reference List Makeuptalk. (2013). Best brands for eye makeup? Retrieved 12 December 2013 < http://www.makeuptalk.com/t/17597/best-brands-for-eye-makeup.html> Appendix 1 Laddering interview Interviewer: Why is it that in you are in eye makeups? Customer: Well; eye makeups are in fashion. Interviewer: Why are they in fashion? Customer: My colleagues are using them and my boyfriend likes them. Interviewer: Any side effects associated with the makeups? Customer: I hear some saying that it some skin cancer might be resulting from the use of these makeups. Interviewer: Then how do you go about it? Customer: They might be fallacies and furthermore I don’t use them excessively! But you know…… Interviewer: Any way, how many brands do you know about? Customer: Stila, mac, Bloom, Shu Uemura, Kryolan, kevyn Aucoin and Ben Nye Interviewer: Which brand is your favorite? Customer: Ben Nye. Interviewer: Why? Customer: Its concentrated color makes my eye shadows to be soft and easy to blend and its affordable and not very common. Interviewer: Why like uncommon brand? Customer: I like whenever I look unique from my colleagues! Interviewer: Why not Milani brand? Customer: Milani is only available in USA. Interviewer: How did you know of the Ben Nye brand? Customer: From online blogs. Interviewer: Alright. What is the essence of the blending of your skin color and the eye makeup? Customer: People would always feel that I know how to choose the color of makeups. Interviewer: Is that important to you? Customer: Of course! Interviewer: How? Customer: Since my boyfriend would continue to be attracted to me and that is the happiness everyone craves for. Isn’t it? Interviewer: Yes it is. Thank you very much. The means-end chain resulting from this interview is: Features benefits / consequences Valued End States Color happiness Mercury Sadness Appendix 2 Decision making stages 1. Problem recognition The customer realized that, almost all of her colleagues were using eye makeups and were looking pretty good. She felt that since eye makeups were becoming popular and in fashion, she was to start using them. Her boyfriend and her colleagues liked her makeups. (Makeuptalk 2013). 2. Searching for relevant information Since she wanted a brand which was not very common with her friends, she had to look for an appropriate method of researching on the available brands. She also wanted to hear, from different users, the different features associated with different brands. 3. Evaluation of alternatives She had various brands like: Stila, mac, Bloom, Shu Uemura, Kryolan, kevyn Aucoin and Ben Nye. She opted for Ben Nye brand because it was: blending perfectly with her skin color, affordable and available in many parts of the world. (Makeuptalk 2013). 4. Choice Decisions She opted for the Ben Nye brand after simultaneously evaluating other brands since she wanted a brand which was available in many parts of the world. She was also looking for a brand which was affordable and not very common with her friends since she wanted to be uniquely beautiful. (Makeuptalk 2013). 5. Post-purchase Use and Re-evaluations The results were good since her boyfriend and her colleagues were appreciating her makeups. She was feeling much happy since her friends were commenting that her eye-makeups were unique and were very nice. Read More