The consumer decision making process involves the customer to identify his needs, collect information, evaluate various options and then make his decision. In order to be a successful marketer, it becomes essential to understand this process. For ITC Sunfeast Farmlite Biscuits, the decision making process can be explained as follows -
1. Who buys this item?
Health biscuits are a category which is aimed at people with the following characteristics –
· They are conscious about the importance of healthcare and diet.
· Worried about the family’s nutrition intake.
· Intention to purchase International Items
· Affluent people with a high disposable income.
· Erratic Lifestyle
· Having a “go-getter” attitude. Competing and performing well is essential to them.
In other words, the people who are expected to purchase Sunfeast Farmlite Biscuits are those living in urban or semi-urban regions, educated and having a middle or higher level job in the corporate sector. These people are health conscious and are constantly finding ways to stay fit.
2. What problem will this product solve?
The target consumers are constantly finding ways to stay fit and healthy and they also don’t want to make any drastic lifestyle changes. They would prefer doing this step by step and Sunfeast Farmlite biscuits would be one of the steps in achieving a healthier lifestyle. These biscuits aim to change snacking habits, at home or at the workplace, from traditional fried snacks to healthy and tasty biscuits.
3. Which attributes are important and why?
The following attributes are important –
· Taste
· Health benefits (Low fat, carbohydrates and sugar)
4. If this decision is the first time, how will it go? If it is repeat, how will it go?
If the decision to purchase this biscuit is for the first time, people will generally do that to try its taste. Taste will be important, because if the taste is similar with the existing competitors, then repeat purchase is unlikely. The introduction of another flavor can add as an incentive for repeat purchase.
1. Who buys this item?
Health biscuits are a category which is aimed at people with the following characteristics –
· They are conscious about the importance of healthcare and diet.
· Worried about the family’s nutrition intake.
· Intention to purchase International Items
· Affluent people with a high disposable income.
· Erratic Lifestyle
· Having a “go-getter” attitude. Competing and performing well is essential to them.
In other words, the people who are expected to purchase Sunfeast Farmlite Biscuits are those living in urban or semi-urban regions, educated and having a middle or higher level job in the corporate sector. These people are health conscious and are constantly finding ways to stay fit.
2. What problem will this product solve?
The target consumers are constantly finding ways to stay fit and healthy and they also don’t want to make any drastic lifestyle changes. They would prefer doing this step by step and Sunfeast Farmlite biscuits would be one of the steps in achieving a healthier lifestyle. These biscuits aim to change snacking habits, at home or at the workplace, from traditional fried snacks to healthy and tasty biscuits.
3. Which attributes are important and why?
The following attributes are important –
· Taste
· Health benefits (Low fat, carbohydrates and sugar)
4. If this decision is the first time, how will it go? If it is repeat, how will it go?
If the decision to purchase this biscuit is for the first time, people will generally do that to try its taste. Taste will be important, because if the taste is similar with the existing competitors, then repeat purchase is unlikely. The introduction of another flavor can add as an incentive for repeat purchase.
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