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Victori Secret Case Study

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1. Analyze the buyer decision process of a typical pink customer.

* Need recognition: Need recognition can either come from internal or external stimuli. The typical pink customer receives need recognition from external stimuli. A lot of the “need” for this product comes from promotional information in advertisements, word of mouth, and from customers’ friends and acquaintances. Consumers receive input from different areas and recognize that they need a cloth items that is fashionable, hip, and trendy. * Information search: This can also be internal or external. Customers can draw from internal sources based on how familiar they are with the brand based on previous experiences. For those familiar with the brand, many will draw and gather information from external sources like advertising, displays, and sales people. * Evaluation of alternatives: It is difficult to assess the “typical” pink customer because people draw alternatives in so many different ways. Customers consistently evaluate alternatives in a set series of ways and criteria. Customers go shopping according to what they are looking for, for example one looking for training pants would not buy a fashionable pair of yoga pants, they would buy the kind used for fitness. Most pink customers look for clothes that are comfortable, fashionable, casual, but dress enough to wear to class and out shopping but that are reasonably priced. Pink customers may evaluate other brands based on the criteria stated and make their decision about buying after that. * Purchase Decision: The potential pink customer will choose to purchase from Victoria Secret if the items under consideration fits the criteria previously stated. Other additional considerations may include the opinion of friends and unexpected changes of criteria. * Post purchase decision: During this phase, consumers form impression…...

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