Support your answers with examples
and research and cite your research using the APA format.
Consumer Purchase Behavior
You are the business manager of a
trendy hairstyle shop in downtown Chicago. As a manager, you are in charge of
payrolls, paying the bills, hiring and firing, purchasing, training, and
customer service. You provide a luxury service, and your average customer has
different demographics from the rest of the population in the city.
Due to recent competitive
developments, you feel the need to learn more about your customers; you
specifically want to know how they choose your services over that of the
competition. You are aware of the steps in the consumer purchase behavior model
and are determined to analyze them in detail.
On the basis of the given scenario,
answer the following questions.
- Using Maslow's hierarchy of needs model as a backdrop,
with an eye on the consumer Purchase Behavior Model, determine the real
motivations behind the use of the service provided by you.
- Evaluate an additional social and cultural factor that
will help you to analyze your customers' behavior.
- What service criteria do you think your customers use
to select the type of service you offer? Explain your answer using an
example to illustrate your point.
- Assess methods (think about the entire marketing mix)
that might be useful to encourage loyalty among existing customers.
Justify your choices with valid
assumptions and logically driven arguments. Cite sources using APA format.
Submit your responses to the above
questions in 700–800 words.