MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. 3. B. Buying Procedures and Practices
This section should look at all the behavior that surrounds the purchase for your product or service for each major customer segment. What you will be describing is sometimes referred to as the "purchase cycle" of the customer. While the issues are similar, the section will be quite different depending on whether your organization provides a consumer product or service or an industrial one.
The section needs to deal with a number of issues: Are customers brand loyal? How do they think about your product? Who do they discuss the issue with? Who makes the actual decision? How many individuals are involved? Where do they get information? How do they integrate the information? How long do they take to make up their mind? What is their level of involvement with the product category? with the purchase decision?
Again the analysis needs to include channel of distribution levels.