Victoria's Secret Pink

Topics: Adolescence, Peer group, Advertising Pages: 3 (782 words) Published: June 29, 2010
Question 1: Analyze the buyer decision process of a typical Pink customer.

Answer:
The buyer decision process consists of five stages: Need recognition, Information search, Evaluation of alternatives, Purchase decision and Post purchase decision.

Post purchase decision
Purchase decision
Evaluation of alternatives
Information search
Need recognition

Figure: Buyer Decision Process

For the age group of 18 to 30 years that Victoria's Secret Pink line claimed to have targeted, they are probably the one of the most sensitive and passionate group for their fashion style. But in fact, Pink line is being shown stronger interests by girls younger than 18. Also, this under 18 age group is greatly influenced by external stimuli. They probably reads teenager magazine and watch MTV and talk about what Lidsay Lohan is wearing. Need Recognition

The buying process starts with need recognition. Here the Pink customer recognizes a problem or need of a Pink product. I would say that for most of cases, this "Need Recognition" state triggered by external stimuli other than internal stimuli. Information Search

In "Information search" state, they receive more information about Pink line. Pink line's marketing plan is penetrated every part of their easy-to-access sources; personal source (friends), commercial source (advertisement), public source (mass media) and etc. Evaluation of Alternatives

In "Evaluation of Alternatives" step, these typical Pink customers ensure their decision. It is because no other brands provide what Pink line can. Also, this Pink line is such a "hot" brand for last couple of years. Purchase Decision Compare Pink line's buyer decision process among other products, this "Purchase decision" comes directly along with "Evaluation of Alternatives" step. This step is also supported by their purchase power Post Purchase Decision

Considering that Pink line is not performance-focused clothing, most of consumers should have been satisfied from...
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