Buying Behaviour in Pampers Business Model

Question: Describe about the Buying Behaviour in Pampers for Business Model. Answer: Customer Buying Behaviour Customer buying behaviour of Pampers can be evaluated by following the five stage model shown in figure 1. Figure 1: Five Stage Model of Customer Buying Behaviour of Pampers (Source: Jeet 2014) Problem recognition Procedure of buying begins by a consumer when he recognizes a problem or need triggered by any external or internal stimuli (Jeet 2014). In case of Pampers the problem is recognizable. The issue is babies and small kids keep wetting their pants and therefore, it is paramount to buy something that can control this problem (Malik et al. 2013). Being a well-known brand, it is easy for consumers to decide to buy pampers in the first place. Information search In order to search for information, main sources of consumers are, Personal: friends, associates, family Commercial: advertisings, sales people, packaging, website Public: Companies that have well consume rating Observed: usage, using the artefact Pampers is using all these mediums to interact and attract customers Evaluation of Alternatives After gathering all the information, a consumer evaluates all available alternatives. Purchase decision Before buying Pampers, consumers are influenced by some prevailing factors that include surprising situational factors and attitudes of others (Jeet 2014). Some risks that exist are purposeful risks, financial risks, time risks, physical risk and psychological risk (Malik et al. 2013). Pampers consciously handle all those risks to provide a suitable buying experience to its customers. Post purchase decision After purchase if a consumer experience dissension from hearing positive things about other brands, then he will shift his buying behaviour (Malik et al. 2013). Marketing team of Pampers observe post-purchase actions and post-purchase product use including dumping to uphold its consumer base. References Jeet, K., 2014. Cause marketing and its impact on consumer buying behavior.International Journal of Marketing and Technology,4(2), p.79. Malik, M.E., Ghafoor, M.M., Iqbal, H.K., Ali, Q., Hunbal, H., Noman, M. and Ahmad, B., 2013. Impact of brand image and advertisement on consumer buying behavior.World Applied Sciences Journal,23(1), pp.117-122