Victoria Secret Pink Case Study
Nicholas Pope
Dr. Chatterjee
Pink Case Study Questions
May 17th, 2011
1. Analyze the buyer decision process of a typical Pink. * Consumers, not only Pink consumers, have a buyer decision process. This decision process includes need recognition, information search, evaluating alternatives, purchase decision, and post-purchase decision. In Pink buyer’s case, I believe many of them find the “need” to buy because they want to keep up with the newest trends and be fashionable. They are not buying this line of clothes because they do not have any and desperately need clothes, but rather it is being based on external factors whether it’s what they see possibly on TV, internet, or in magazines. When it comes to the information search, I believe it is mainly external, although some loyal consumers do have internal information. I think teens and tweens are buying the Pink brand based on what they hear from friends and family members and also the advertising they see on TV and the internet. When evaluating the alternatives, it depends on why the consumer is buying Pink. If they are buying the brand to be fashionable and trendy, they are less likely to seek out an alternative since in their eyes they see Pink as the only brand. If they are looking for sweats to use for athletic events rather than being casual around the house or dorms, they might consider looking at brands such as Nike or Adidas as being alternatives, but once again, it depends on why the consumer buys the Pink brand in the first place. The purchase decision comes down to whether or not Pink is the best choice. There are also other factors that come into play such as friends or family comments or reactions to the product. The post-purchase decision will form lasting impressions on the consumer and be a base as to whether or not the consumer stays loyal in future purchases. If the Pink brand meets or exceeds the expectations of the consumer, the consumer will most likely stay loyal to the company
Dr. Chatterjee
Pink Case Study Questions
May 17th, 2011
1. Analyze the buyer decision process of a typical Pink. * Consumers, not only Pink consumers, have a buyer decision process. This decision process includes need recognition, information search, evaluating alternatives, purchase decision, and post-purchase decision. In Pink buyer’s case, I believe many of them find the “need” to buy because they want to keep up with the newest trends and be fashionable. They are not buying this line of clothes because they do not have any and desperately need clothes, but rather it is being based on external factors whether it’s what they see possibly on TV, internet, or in magazines. When it comes to the information search, I believe it is mainly external, although some loyal consumers do have internal information. I think teens and tweens are buying the Pink brand based on what they hear from friends and family members and also the advertising they see on TV and the internet. When evaluating the alternatives, it depends on why the consumer is buying Pink. If they are buying the brand to be fashionable and trendy, they are less likely to seek out an alternative since in their eyes they see Pink as the only brand. If they are looking for sweats to use for athletic events rather than being casual around the house or dorms, they might consider looking at brands such as Nike or Adidas as being alternatives, but once again, it depends on why the consumer buys the Pink brand in the first place. The purchase decision comes down to whether or not Pink is the best choice. There are also other factors that come into play such as friends or family comments or reactions to the product. The post-purchase decision will form lasting impressions on the consumer and be a base as to whether or not the consumer stays loyal in future purchases. If the Pink brand meets or exceeds the expectations of the consumer, the consumer will most likely stay loyal to the company