Woolworths Unlimited Essay

2975 WordsMay 12, 201412 Pages
Individual Decision Making and the Role of Memory Purchasing Criteria for Laptop Computers Table of Contents Management Summary.....................................................................................................................3 Section 1.0 Introduction...................................................................................................................4 Section 2.0 Methodology..................................................................................................................5 Section 3.0 Results, Limitations & Analysis of Findings.................................................................6 Section 4.0 Conclusion & Recommendations..................................................................................7 References.........................................................................................................................................8 Appendix A Survey Interview Responses.........................................................................................9 Management Summary In order to successfully market their products and services, great companies recognize the need to concern themselves with the buying behaviors of target consumers. The marketer’s task is to identify the appropriate number and nature of market segments and then to decide which segments to target (Kotler & Keller, 2012). The process of gathering data that pertains to the logic of consumer purchasing decisions enables companies to establish intelligent marketing and pricing strategies. The higher the complexity of the decision, the more valuable the insight gained will be. “Direct marketers utilize many different channels to reach individual prospects and customers: direct mail, catalog marketing, telemarketing, television and direct-response

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