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This report will look in to detail of a consumer’s decision making process to buy a digital camera by analysing the anticipatory, contemporaneous and retrospective accounts of behaviour/s. The aim is to identify and analyse the criterion
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Introduction Over the past several decades there has been an emerging segment within the electronic gadgets and technological related markets, such as mobile phones, laptops and cameras. Such products are being related or targeted to youngsters through the use of innovative designs and advertisements. This report will look in to detail of a consumer's decision making process to buy a digital camera by analysing the anticipatory, contemporaneous and retrospective accounts of behaviour/s. The aim is to identify and analyse the criterion influenced in the buying episode and highlight the marketing implications of this to suggest relevant marketing strategy/s to be used across the market segment. The protocol analysis method is applied to a female student, aged 20 living in West London, who has recently purchased a Panasonic Lumix FX8 digital camera. This will help derive distinguished recommendations, which can be extrapolated across the market segment. GOALS IN BUYING There are several goals...
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