MARKETING MODULE 1

Marketing Module 1

Marketing Strategy

Introduction

High Involvement: Del Monte canned fruit

Recognizing the need

Healthy Lifestyle

Gathering information

Commercial Sources: Advertising, sellers, distributors, exhibitors

Public Sources: Media, consumers rating organizations

Evaluation of Alternatives

Fresh fruits and competitor products

Purchase decision

Reasons: 100% natural, number of varieties

Post purchase behavior

Neutral satisfaction

Understanding the buying behavior has its most developed in the formulation of the model. If it comes to making pricing decisions, be more relevant a model focused on the evaluation phase of the buyer decision process in which price plays a central role in the perception of alternative offers and the establishment of preferences (Dertouzos, 2009). There are low involvement and high-involvement products which require a different set of the purchasing process and buying behavior model. I have chosen High Involvement Food good Del Monte canned fruit and Low Involvement Travel-related good: Samsonite luggage.

Purchase Decision Making Process

Low Involvement Product: Samsonite luggage

Recognizing the need

Luggage bag for summer trip

Gathering information

family, friends, neighbors or acquaintances

Media, consumers rating organizations

Evaluation of Alternatives

Local luggage bag manufacturers, and The Times Citizen Traveler

Purchase decision

Reasons of purchasing: durability, luxurious and exclusive designs, and moderate price.

Post purchase behavior

Satisfaction



Model of Consumer Buying Behavior

Low Involvement Product: Samsonite luggage

Samsonite Corporation was a company maker of bags and luggage, founded in Denver, Colorado, United States in 1910 by Jesse Shwayder originally under the name of Shwayder Bros. To date, distributed in over 80 countries, she oversees the labels Samsonite, Samsonite Black Label, Samsonite Outlab, American Tourister, Lacoste and Timberland. She has just established a licensing agreement with Adidas for its brand of sports bags Y-3, the first models released in 2010(Eppinger, 2005).

Recognizing the need for luggage

The purchasing process begins with the recognition of necessity, I felt that my status, my personality and my values are so much established that travel and fashion must reflect side by side and equipment and tools accompanied me must be multifunction working, when the buyer (me) recognizes a problem or deficiency. I recognized the need of luggage bag for my summer trip to Malaysia.

Gathering information

It is the stage at which the consumer is sufficiently stimulated to seek more information about the product. I do this by searching that what are available products that are portable, stylish and multifunction. For this purpose, I used many sources; including Personal sources: family, friends, neighbors or acquaintances (Clark, 2002).

Public Sources: Media, consumers rating organizations

Finally, I came to know about Samsonite luggage who sells reliable luggage bags online.

Evaluation of Alternatives

Then I used the information to evaluate optional marks in the series of elections for this, given different degrees of importance to different attributes according to my needs or desires. I kept in mind my purchasing capabilities, my status and purposes of my purchasing a handy bag (can be used for easy handling of luggage, trendy, and spacious). The possible candidates for my purchase were: VIP, Tumi, Antler and LVMH

Purchase decision

Finally, I decided to buy a Samsonite luggage the reasons, for purchasing it is stated below;

Traditionally, the Samsonite brand has been associated with the durability of their ...