Marketing Principles for Consumer Behavior Analysis

Running head: MARKETING PRINCIPLES
Marketing Principles
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MARKETING PRINCIPLES 2
Table of Contents
1. Identify and analyse your need and want that led to the purchase of the product.......................3
2. Conduct an internal and external information search and identify sources used to make an
informed decision to buy the selected product................................................................................3
3. Construct Evoked Set, Inept, Inert and Avoided Set of alternatives and narrow down the
attributes of the product that satisfies your need and want..............................................................3
4. Identify and examine available purchase methods......................................................................4
5. Identify potential post-purchase behaviour, and outline how a company that sells your selected
product can minimise cognitive dissonance....................................................................................4

MARKETING PRINCIPLES 3
1. Identify and analyse your need and want that led to the purchase of the product.
1. The need for buying this product was the fact that there were many skin problems that I was
suffering from. I always had many skin irritations and many skin problems. So, I had to buy
some creams that would not be very harsh on my skin. Besides my skin was acne prone. So, it is
for this reason that I always wanted to have some products that would help me to fight with this
problem. So, I decided to buy a product called the Lavera Cleansing Gel.
2. Conduct an internal and external information search and identify sources used to make
an informed decision to buy the selected product.
2. The external sources that helped me to take this decision are the advertisements that I saw on
T.V and also on many of the famous cosmetic magazines. I always read the cosmetic magazines
that used to give several measures for fighting with the problem of oily acne proof skin. It was at
least one year ago that I saw one of my friends using this product and I was recommended that
same by her. So, it is from this recollection that I wanted to use this product.
3. Construct Evoked Set, Inept, Inert and Avoided Set of alternatives and narrow down the
attributes of the product that satisfies your need and want.
3. The evoked set consists of the mentioned product that is the skin cream Lavera Cleansing Gel.
This product had a good and positive result after it was purchased and was used. This product
was also used by a friend and some known contacts and they had also got positive results from it
so buying this product was backed by reassurance and it proved to have a good result in the post-
purchase period (Hoppe and Schmitz 2015).