Who will buy Burt's Bees? How will they make the final decision to purchase a Burt's Bees product? Will they first start with their own needs; dry skin, chapped lips or dull hair that needs a bit of life to it.
Chapter 6 sheds light on the motivating forces behind consumer purchasing decisions, and it is interesting to learn and begin to understand what processes occur when someone decides to buy a product. five key factors are involved in the decision making process - 1. Need recognition, 2. Information search, 3. Evaluation of alternatives, 4. Purchase, 5. Post-purchase behavior. These are all pretty straight forward, lending way to what a consumer wants or needs, how they find of about a product, whether through their own personal experiences or perhaps by the influence of others, an assessment of what other types of products in the same category are available in the market, the action of purchasing, and lastly a consumers reactions and feelings about that product after purchase.
Burt's Bees best selling product is there lip balm. It has been a staple of the Burt's Bees product lines for decades, and features a variety of lip balms all based with natural beeswax. Whether you want to nourish, replenishing or refresh your lips Burt's Bees makes a product that will fit your diverse needs.
The company, owned by Clorox, and accountable for over $5 billion in sales revenue last year, currently has more that 700 customer rating reviews of a single product; the Burt's Bees lip balm.
Additionally, potential consumers are influenced by cultural, social, individual and psychological factors and these are all a part of the steps taken when purchasing products.
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