Question

How does Dove effectively guide each consumer segment through the five stages of the buyer decision process? in 200words expain each stage properly

Answer 1

Dove Targets women of all age above 18 with a focus on middle and upper middle class, it portraits an image in front of women how wants to feel beautiful and confident with their bodies. According to Philip Kotler the typical buying process involves five stages an individual consumer or buyer goes through which are as follows-

1. Problem Identification – This step involves the identification of the desired needs, as needs motivates the buyer of consumer to go ahead and purchase the product, dove motivates and help their consumers to get a fairer smother and glow skin by using their soap, while using their range of shampoo and conditioner there are number of problem related to hair which can be solved according to dove, which impels the women to buy their product.
2. Information search –Those who become interested in the products seeks information regarding the product, dove solves this problem of their customers by projecting facts and figures which is collected from the dove users, these facts and figures include feedbacks of those who regularly use dove products.
3. Evaluation of alternatives – Since a single consumer cannot buy every product so they compare it with alternatives, normally an individual will go to that product which gives them maximum satisfaction which less price.
4. Purchase decision –All the previous steps taken by the dove is to influence the buyer to react positively in this stage, the ultimate decision by a consumer is taken in this stage, dove influence buyers by projecting their needs and end results to their consumers.
5. Post purchase decision –Dove in their advertisement interview women who compare dove products with the different alternative of the product they compare the qualities of the product and adaptability of the product and judges them on various particulars.