Marketing and Buying Decision Essay

1616 Words7 Pages
Principles of Marketing
Principles of Marketing
2012
Name: Robert Barnes
Student Number: 21154021
Institution: University of West London
Word count: 1455
2012
Name: Robert Barnes
Student Number: 21154021
Institution: University of West London
Word count: 1455

Table of Contents
1.0 Introduction2
2.0 Question 1 3
2.1 Personality 3
2.2 Motivation6
2.3 Conflict6
3.0 Question 2 8
Bibliography9

1.0 Introduction

The case study I have chosen to cover is “Breezing out for a night on the tiles”. It discusses the rise of the premium pre-mixed drinks industry between 1995-2000, in particular the Bacardi Breezer brand. It looks at the marketing activity which has taken place and the brand association the marketers aimed to
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Effectively they will all satisfy the same need, but the consumer wants to know what the experience is, before making the decision. This step can skipped if the consumer has previous experience or is happy with a certain product or service beforehand.
Step 4 of the process is “Decision”. This is simply the final choose for a solution to the identified need, after weighing up all options. Again, a consumer can move directly to this step from “Problem Recognition” if enough prior knowledge exists.
Step 5 of the process is “Purchase”. This is when the decision is executed and the goods or services are acquired.
Step 6 of the process is “Post-Purchase Evaluation”. This is when you access you satisfaction with your product or service after you have acquired it. If a great experience is had, it will lead to a higher likelihood that you will purchase that product or service again.

Applying the theory
Table 2.0 is an application of the above theory, for an individual going through the buying process at both a club and supermarket. Buying Process Step | Nightclub or Pub | Supermarket | Problem Recognition | * A want to let loose. * A need for confidence. * A desire to fit in or stand-out. * An aspiration to impress. | * Alcohol for cooking. * Thoughts of a night in. * A desire to relax and unwind. * Drinks for guests and friends. * Cheap drinks before going out. | Information Search | * Advertisement
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