Marketing

The first step of the consumer decision process is “Need Recognition”. A consumer might realize that he or she is unhealthy and needs to lose weight. They need a product that can adapt to their busy lifestyle and will help them lose weight. The next step is “Information Search”, where the consumer does an internal and external search for information. An internal search for information comes from knowledge the consumer already has. External information is information the consumer gets from other sources such as friends or the internet. The next step is “Alternative Evaluation”. When evaluating alternatives, products can be sorted into three categories: universal, retrieval, and evoked. Universal is all of the products in that industry. Retrieval are those which come to the consumer’s mind. Evoked are the top picks of the retrievals. The next step is “Purchase”, where after completing all of the other steps, the consumer buys the product. Finally, after the purchase, the consumer is in the “Post Purchase” stage. Here they may feel satisfaction, loyalty, or dissonance. The goal of the company if for the consumer to feel satisfaction and/or loyalty.

1. In order to create value, a company must develop a variety of offerings, including goods, services, and ideas, to satisfy consumer needs. Weight Watchers sells other products such as food scales, cook books, and water bottles to help encourage their clients to stay on track and lose weight. With Jenny Craig, you are able to meet with a personal counselor who help with their weight loss journey. Both offer social reinforcement and flexibility which help people remain committed to their weight loss program. Determinant attributes

2. I would say the main factor that sets Jenny Craig and Weight Watcher’s apart is their ability to adapt to everyone’s lifestyle. Weight Watcher’s allows you to continue to eat out or cook how you want, you just now track points based on your needs. Jenny Craig does all the cooking and prep...