CONSUMER DECISION MAKING PROCESS Rayban Wayfare Folding Classic Sunglasses Fundamentals of Marketing 2015 Student Assignment Example
TABLE OF CONTENTS TABLE OF CONTENTS. 1 INTRODUCTION 142 2 STAGE 1: NEED RECOGNITION - 251 3 STAGE 2: INFORMATION SEARCH - 217 4 STAGE 3: ALTERNATIVE EVALUATION 238 5 STAGE 4: PURCHASE DECISION 148 6 STAGE 5: POST-PURCHASE EVALUATION 205 7 CONCLUSION 96 8 REFERENCE LIST 9 -.. ... ... ...
INTRODUCTION The purpose of this report is to provide insight into the process that a consumer goes through to purchase the Ray-Ban Wayfarer folding classic sunglasses. Ray-Ban is a highly reputable brand and well recognised in the eyewear and sunglasses industry. Unlike many of the sunglass products in the market, the Ray-Ban Wayfarer offers a unique feature in that it folds to a very compact size. Due to this distinctive feature, it is critical for Ray-Ban to understand the underlying reasons why a consumer may purchase this product over other sunglasses in the market. This report will step through the five stages of the consumer decision-making process in relation to this particular product. -.. ... ... ...