PharmaSim Promotion and Buyer Behavior
Instructions:
This assignment is designed to give you more insight into the purchase process of consumers by interviewing two people and finding out more about what process they use when purchasing an OTC cold remedy. Ideally these will be people who would be part of your target market in PharmaSim.
Use the steps outlined in the first five questions to collect information about the buying process.
Questions:
1.
Problem Recognition
: How do consumers realize they need an OTC cold remedy?
2.
Information Search
: How do they gather information about potential solutions?
3.
Evaluation of Alternatives
: How do consumers evaluate alternative solutions? What are their decision criteria?
4.
Product Choice
: What brands were actually chosen, and why were they chosen?
5.
Post-Purchase Evaluation
: How satisfied were they with the brand chosen? Will their satisfaction change the process for the next purchase?
6.
Link the buyer behavior you described above to your promotional plan. For each of the following PharmaSim decisions, identify which behavior(s) it impacts the most.
Advertising Message
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Problem Recognition
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Information Search
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Evaluation of Alternatives
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Product Choice
☐
Post-Purchase Evaluation
Point-of-Purchase Displays
☐
Problem Recognition
☐
Information Search
☐
Evaluation of Alternatives
☐
Product Choice
☐
Post-Purchase Evaluation
Coupons
☐
Problem Recognition
☐
Information Search
☐
Evaluation of Alternatives
☐
Product Choice
☐
Post-Purchase Evaluation
