MAR201 – CONSUMER BEHAVIOUR

Instructor: Van Tran

GROUP ACTIVITY:
BUYING PROCESS & CUSTOMER JOURNEY ANALYSIS

For the purpose of this exercise, focus on just ONE segment of customers. Make this customer segment explicit.
Your customer segment: __Biti’s users from 18 to 26 years old______________________

1. In the table below, map out the different stages of the typical decision making integrated with buying behavior process followed by customers in this
segment (Pre-purchase, Purchase, Post-purchase)

2. For each stage identified, describe (a) overt behaviour group (e.g, information search), (b) the typical set of activities involved (e.g. Web-browsing,
dealer visit) and (b) the key players at this stage (i.e., the people who have a significant influence and involvement at this stage).

Corresponding Overt
Stage Specific Activities Key Players
behavior

1 Advertising access - See a TVC on Youtube

- social media active people
- See an advertisement post
- Sneakerheads
on social media
- Influencers
- See someone wear the
Pre-purchase
products
 Information search - Web-browsing, fanpage
visit, community group,
2 review reading, retail store
visiting,
- Talk to others about Bitis
Funds access - Withdraw cash from bank,
or cash machine
- Bring their cards
3 - Collect discount vouchers
- Top up money in the
e-wallet (online)
Purchase Store contact - Access to the store
- Parking
4
Product contact - Locate the sneakers in store
- Physically obtain the
sneakers
- Try the sneakers on
5 - Compare with other pairs
- Decide the color
- Take product to checkout
counter
(Online)
- KOLs
- Those who carefully doing
research before
purchasing
- People who prefer cash
transaction
- People who prefer
non-cash transaction
- People with
motorbikes/cars
- People who don’t know
the size or want to try the
sneaker
- People who care about the
features of the product
- People who pay more
attention on fashion
- Sales staff
 - Find the sneakers in the
website
- Add to the cart
Transaction a Purchase by available payment - All buyers
methods - Cashier
Receive bills

6 (Online):
- Purchase via bank account or
e-wallet
- Apply discount codes

Purchase (Online) Delivery Wait for the product(s) - Online shoppers

Contact with the shipper - Shippers

Post purchase Consumption and Disposition Repurchase/discontinue the - People who

product satisfied/dissatisfied
Dispose used product toward the product
7
Choose alternatives have better - People who wanted to
features change their old shoes
- Customer service staffs
Communication Recommend for others - Social media
Fill out warrant cards active people
8
Call the hotline if there are any - Social media
problems managers
 (Online):
- Give feedback on the social
media
- Leave review on the store

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3. Transform the analysis above into a customer journey (following the framework of Rosenbaum et al.) and derive the implications for your company.
Given this process, what strategic actions can you take to influence the customers’ decisions and contribute to a positive attitude towards your
products/ company?

Notes:

● This analysis should diagram what customers really do, instead of what managers imagine they do. It’s recommended to discuss these
buying process and touchpoints with respondents in a qualitative settings before conducting further analysis.

● To find out the importance level of each touchpoints, students may conduct quantitative survey of real consumers to find out which
touchpoints are actually engaged.

Pre-purchase Touchpoints

1. Visit Bitis’ Hunter 2. Watch on-screen 3. Receive …

store before advertisements review/feedbacks
from others about
the store

Have positive feelings with Hve positive feelings about General positive attitude
Customer requirements previous experience celebrity endorsement; about the store
creative ads

- Manager works with the
advertising agency to have
the attractive web design,
1. Employee easy manipulation
action
- Ensure having high
Strategic frequency of appearance
Action
- Marketing manager plans
creative/ quality
advertisements
- Have requirements to
ensure celebrity-fit
- Ensure customers are
warmly welcome right
after entering the store
- Always available for
satisfying customers’
requirement
 Customer ambassadors
receiving training on
service quality, active
listening, problem
resolution, and store
2. Employee
policies. The store’s
support
advertising agency and
public relations agency
create and distribute press
release packets.The store
and firms actively
- Attractive help desks that
encourage shoppers to
provide the customer
3. Store ambassadors with
design feedback.
- Customer ambassadors
wear a uniform with the
brand’s logo.
Use raffles to encourage
store shoppers to
4. Service
complete satisfaction,
Innovatio
‘‘checkin’’ on social media,
n
and use them all as a
hashtag.
Purchase
5. Use the parking lot
Advertising agency and
public relations agency
work together to ensure the
popularity of ads
- Easy to remember the
design of the store through
ads
Command store shoppers’
attention with new
KOL/Influencers; content is
trendy and more creative
Touchpoints
6. Advertised
incentives/coupons
The store’s advertising
agency and public relations
agency create and
distribute press release
packets.
The store and firm actively
work with community
organizations and local
government officials
Published articles, social
media posts,
advertisements, customer
reviews (TripAdvisor,
Google) should be positive.
The store’s social media
director is responsible for
social media, email and
mobile marketing,and for
social media monitoring
with software.
7. In-store special 8. Receive comments
prices or discounts from others during
shopping
 Clean, safe, wide, more Attractive, trendy and Clear, visually creative Easily communicate with
space for cars visually creative other people

Customer requirements

Ensure the safety
Maintain the parking lot
9. Employee Ensure video monitoring
actions of all cars/motors
entering/existing the store
Marketing manager must
approve all the
advertisements and
promotions before
publishing
Marketing manager must Plentiful seating
approve all the
Maintain wi-fi throughout
advertisements and
the entire store and easily
promotions before
access
publishing

Have the one who Marketing team/manager Marketing team/manager Ensure seating areas are
watching the cameras for and advertising agency and advertising agency clean
10. Employee any urgent situation work together to clarify and work together to clarify and
Operations work with wi-fi
support ensure accurate/consistent ensure accurate/consistent
technology vendor to make
message across different message across different
Strategic sure it is good
channels (online,offline) channels (online,offline)
Action
Have the guard for giving Well-designed, attractive, Online advertisement, Aesthetical, attractive and
tickets easy to reach the customer voucher collapse with other comfortable
(online: Facebook, e-commerce platforms:
11. Store Instagram,...; offline: Shopee, Lazada,...
Design billboard, …)
Available for customers to
buy on some e-wallet and
cards via Momo, Zalopay,....

Have CCTV Promote the brand that not Buyers can obtain in-store Offer free wifi and charging
12. Service only satisfy the customers prices or discounts via station
Parking lines
innovatio but also show the benefits, message, app, website or
n outstanding points of the other ecommerce platforms
sneakers
 Use technology to check the
sneaker’s status
conveniently

Post-purchase Touchpoints

Repeat purchase Increased use Brand

switching/Discontinued

Great purchasing The high quality of the General negative thoughts

experience with the high products about the brand
Customer requirements quality of customer
Good guarantees and
service
warranties

Give detailed information about the policy of warranties, return and refund when the
consumers in-store
10. Employee Maintain the communication with the consumers through email
action
Forward the information of the new collections to the consumers
Give coupons/discounts for the loyal consumers

The manager have a responsibility to observe the attitude of the staff with the
11. Employee consumers
Strategic support
Action The manager is present in a timely manner to resolve conflicts

Trendy decoration suits the concept of the brand

12.Store
design

Have uniform resource locator

13. Service
innovation Build a playground for the consumers of the brand: group to show the outfit with the
goods they have
Online advertisement, voucher collab with other e-commerce platforms: Shopee,
Lazada,...
Available for customers to pay on some e-wallet via Momo, Zalopay, VNpay,etc