Role of involvement in consumer decision-makingFrom the discussions with some of the customers who use Harry’s products, I concluded that the level of involvement is high. They have to think through a number of choices before making the purchase decision. Some of the issues the consumers had to think through included the quality of shave, effects on the skin, and how they felt about the product. Therefore, for most
Consumer Behavior and Market Segmentation 4of them, it was essential to have something which was not unique, but was comfortable to the skin and helped them achieve the quality they desired.The buying behavior consistent with this level of involvement is complex buying behavior. Complex buying behavior entails the customers getting as much information as possible, which includes knowledge about the features of the product. The marketer has to collect detailed information about the product to influence the purchase decision. In particular, shaving products are bought once in a while, but each time, the purchase decision is an importantone. For a segment of customers, especially those targeted by Harry’s, such a purchase relates to image and personality. They are looking for a product that is better than their last purchase if the results will be better.Consumer decision-making processIn the consumer decision-making process, Harry’s can influence the purchase decision at several stages. First, at the information search stage, the firm can ensure that its promotional messages are visible. The other point relates to traditional media, such as TV advertisements can help bring the brand into the public domain.The other point it can influence purchase decision relates to the evaluation of alternatives.Here, the brand has to ensure that it is associated with good results. Such an association can help influence the decision-making process. For instance, promotional messages on social media can include messages by satisfied customers. Besides, endorsements by influential personalities such as celebrities can help plant doubts about other brands in the minds of potential customers (Solomon, White, Dahl, Zaichkowsky & Polegato, 2017).
Consumer Behavior and Market Segmentation 5The purchase stage can also be influenced by making the products easily accessible. If the product is not easily accessible, the potential customers may get disillusioned. Therefore, aside from online sales, the firm should consider opening stores and even partnering with major retail stores to sell its products. Lastly, it can also influence post-purchase evaluation by engaging with customers. It should monitor customers’ feedback. It should positively respond to negative feedback in a way that wins the trust of customers. Pappas (2016) also notes that engagement on social media helps to build confidence in the brand.Part 2 - Market Segmentation, Targeting, and PositioningSegmentationThe two segments that Harry’s can pursue include the millennials and image-conscious customers. Each of these segments has specific characteristics that describe their markets. First,