Cango Week 4 Viedo Analysis Consumer Behavior and Buy-in Process

Consumer Behavior and Buy-in process

Coast 2 Coast Consulting feels that there is a lack of understanding between CanGo and their customer’s behavior. This lack of understanding causes CanGo to not effectively target their customers and lose potential customers by not understanding the customer’s buy in process.

Every day customers will come to CanGo and make a decision – To buy, or not to buy the product. There are many things which help CanGo customers to make decisions like location, mood, advertisements and ease of use.

These decisions made by the customer are called Consumer behaviors

Consumer behavior is a heavily researched marketing term that is used to define the study of consumers and the process through which they choose, buy, use, and discard products, services, or experiences.

The Coast 2 Coast Consulting team will use consumer behavior of CanGo customers to define CanGo customer’s buy in process.

The buy-in process is a general set of steps that systematically breaks down the consumers purchasing process. These steps are:

1. Problem Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase Decision

5. Purchase

6. Post-Purchase Evaluation

While each phase of the buy-in process is essential to a CanGo customer purchasing a product, the focus for CanGo’s current situation should be on steps 2, 3 and 4.

2. Information Search

This is the stage in the customer buy-in process where there is a recognized need and the customer begins the search for a solution to this problem. This is a very important time for CanGo because this is where CanGo can advertise them as the answer for the customer need. Proper use of marketing tools and Marketing to a Demographic make CanGo an easy to find answer to a potential customer’s needs.

3. Evaluation of Alternatives

In this stage the potential CanGo customer has found the product type he/she was looking for and is comparing similar products or the same product on various sites. This is...