Consumer Decision Making

Process
Of

Submitted to:
Sir Israr Raja

Submitted by:
Adeel Shaukat (3579)
Khalil Ahmed (35)
Wasim Akhtar (3588)
Ateeq-ur-Rehman (3582)
Muzammal Shahzad (3623)

TABLE OF CONTENTS
Introduction
Marketing Stimulus
Sociocultural Environment
Psychological Field
Buying Decision Process
Purchase
Post-Purchase Evaluation

Introduction

Tea is an aromatic beverage commonly prepared by pouring hot or boiling water over cured leaves of the
Camellia Sinensis, an evergreen shrub native to Asia. After water, it is the most widely consumed drink in
the world.
As evident by its name the blend consists of well-made premium quality Tibetan BP1s (granules). Each
component of Tibet blend is carefully selected to provide a lovely looking leaf appearance that is neat,
black, grainy and fairly even. Tibet blend is an excellent combination of lively taste and distinct, which
produces satisfying cup of tea for the consumers who like aromatic/flavor tea. The most important feature
of this brand is that the characteristics of a brewed cup remain intact even after a long time.

Simply, Tibet is a new brand that provides a great value product.

Marketing Stimulus:
The marketing stimuli are consist of four groups of variable are Known as Four Ps (Product,
Price, Place, and Promotion).

Product:
Product line of TIBET tea is not lengthy like other products because its a new brand in market
so it contain only two type of tea, brown tea and green tea. We also have two flavours of brown
tea, lemon and elaichi. TIBET tea has medical advantage that you will feel healthy, fresh and
active this thing will make us apart from competitor.
We provide our product in different size of packages like small, medium and large family packs.
Our product is also available in the form of tea bags.
Traditionally, Tea is a part of culture and Tibet tea will become an essential part of this culture
with its faithfulness and flavor.

Quires Related to Product:

What does the consumer want from the product?
Customers want quality, satisfaction and relaxation and we provide healthy product as compared
to our competitors.
What features it has to meet these needs?
Our product is healthy, natural flavors (lemon and ilachi) and it has a very good taste to satisfy
our customers.

How and where will customer use it?

Customers use it after a lot of occasions, for example, after a lot of work like labour work,
housewife's work family parties, gathering any many other occasions.
How is it differentiated versus our competitors?
Its look like attractive to our customers due to its fine packaging and attractive offers. It is
different because of its attractive offers that it gives like offer different prizes, lucky Draws etc.

Price:
There are lots of different pricing strategies that we can adopt but every strategy must cover at
least the cost unless the price is being used to attract the customers to the business.
Prices of TIBET tea are not high normally every person can purchase it; it is not expensive like
LIPTON. It provide discount on Bunch of purchasing. Its price is 350 in big jar and packets as
LIPTON and TAPAL tea have 600 and 400 price of their jars and packets price.

Queries related to Price:

What is the value of the product to the buyer?
According to price customers are getting value due to its different offers.
What discounts should be offered to trade customers?
Discount is given to customers on bulk purchase like different wholesalers and different people
buy products for one month, two weeks etc.
Is the customer price sensitive with our product?
Price sensitivity matters because as its price is reasonable as compared to other tea brands.
How will our price compare with our customers?
Although price is less as compared to the competitors and differ also due to its offers.

Place:
Available mostly in main cities of Pakistan and also in rural areas as most of the population of
Pakistan live in rural areas. We have a strong distribution network in all over the cities. It is
available in almost all outlets of Pakistan.

Queries Related to Place:

Where do buyers look for our product?
Our product is available in most of wholesale stores and retail stores. Customers can easily
access our product as we use basic channel of distribution.
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Distribution Channel:

Promotion:
Initially we used a very effective strategy for promotion for TIBET tea. TIBET tea is working
and emphasizing on advertising their products and campaigns for reflecting its local market in
country. Advertising create more strong position in market for TIBET tea. Strategy for this brand
is COST LEADERSHIP and introducing new product strategy. Cost strategy for reducing cost
and new product strategy for introducing new product in PAKISTAN.

Sales Promotion:
For the purpose of promotion we are using advertisement like TV channels, Radio, newspaper
and posters etc. and other promotional strategies like giving incentives and offers to retailers and
customers.

Media:
Firstly, our organization relied upon Print media but at the present, we modify our standards and
advertise Products according to the customers life style. In advertisement, we appoint the
famous celebrities like Ali Zafar for Tea Promotion.

Sociocultural Environment:
The customers have always been quite contended with the products. Theres a huge wide range
of products produced that are being used by consumers on regular basis. Tibet tea has maintained
its standard though out, that has helped in binding strong relations with the customers. Tibet tea
targets every class in the society.

Family:
There are different occasions due to which family influences the behavior of individuals taking
tea. For example, in Pakistan, usually family tea is taken evening time where every individual
who dont like tea can take tea because of gathering. We are providing product which is fit for all
members of a family. We make ads in which we show all family members taking tea in the
lounge of their home in the evening time. Some people dont drink tea when they are alone but
they do take it in gathering.

Reference Groups:
Reference groups are groups that consumers compare themselves to or associate with. They can
heavily influence purchasing patterns. Friends, clubs, religious groups, and celebrities can all act
as reference groups. Tibet tea is using Celebrities and Athletes in order to attract customers.
People usually like to buy the same products and brands as their admire personality do.
For example; we are using celebrities, membership and clubs like Islamabad Club as reference
groups in order to increase the number of customers.

Noncommercial Sources:
In order to use noncommercial sources we are providing our product to some organizations such
as NGOs, banks, government offices, hospitals and educational sector at low price. Due to this
our product is being promoted, such as the people who visit cafeterias of these organizations will
see our product and after using it there, they may start using our product at their home.

Social Class:
Tibet tea is used by every class of customers in Pakistan. Mostly, people take tea in breakfast as
it is traditionally in Pakistan. Social class does not influence on any individual as tea is being
used by almost every class in Pakistan

Culture and subculture:

Culture is defined as an expression of society through material things and beliefs. Culture
encompasses ideology, values, religion and artistic works. Subcultures are values and norms
distinct from the societal majority. A variety of subcultures can exist under one overriding
culture.
There is an extensive use of tea during cultural and religious festivals in Pakistan. Like on Eidul-Fitr people present sweets along with tea.
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It is also used as beverage on events like engagements and marriages. We can make ads which
includes such events to attract the consumers.

Psychological Field:
Motivation:
As we know that, all needs cannot be satisfied at once. There are always some unfilled needs and
wants and this is very important for the firms to find out what are the needs of customers in order
to fulfill them. To motivate our customers we treat and give them friendly environment and
maintain relationship with them. We also motivate them by communicating the benefits of our
product.
For motivation we use also you attitude terminology because this behavior tells us about give
importance to customers as we know the famous term use in marketing customer is our Boss
so with this thing customer also motivated. With business dealing we also make friendly and
courteous relations to attract and motivate customers.

Perception:
Perception basically means that how customer is getting aware and impress with your product
offerings so before using Tibet tea customers were expecting that there are many products
available in the markets which are similar to our product but through public experiences and
their families experiences customers thought this product will satisfy their need and after
selecting and using this product customers perception was according to their families mentally
satisfied after using this product and they thought that they will never change or switch to other
products. By quality of the product customers are getting loyal and continuously using our
product.
Also customers are getting attract with our effective strategies and advertisement and personal
experiences of customers are making minds to use our product with loyalty.

Learning:
After using of Tibet tea our customers are experience that they will not switch to other product
and seems to be very satisfied and is willing to purchase this product in future as well. As the
nature of this product is that it is purchased in a routine manner therefore there is a very usual
behavior of consumers. Moreover the customers learn from products and this thing increase the
sales of the products.

 Attitudes:
When we talk about attitudes its first component is belief. Beliefs can be positive (e.g. the tea
tastes good), neutral (e.g. taste is ok) or some may be differ in valance depending on the
situation. As we are new in the market and we have to increase our sales which is possible only if
our customers increase. For this purpose we are providing consumers a good quality tea with low
price in order to make their beliefs positive about our product.
Affection can be a component of the attitude as consumers hold certain feelings toward brand.
We provide certain incentives with our products, which are beneficial for consumers, on
different occasions to make a strong relationship with them. We make such ads which show the
norms and values of that specific region and relate those values with our product.

Personality:
Personality of a person depends on his/her psychological characteristics and everyone has a
different personality with respect to others. People of different personality demands different
kinds of product.
To fulfill the needs of people with different personalities we launched different flavors of our
product i.e. ilachi and lemon.

Memory:
Memory involves a process of acquiring information and storing it over time so that it will be
available when needed. Customers are getting more information about Tibet tea which stored in
their mind which is enough to recall this product and customers knows the physical aspects of
product and when office workers come back from office he always take cup of tea to refresh
their mind.

Buying decision process:

There are large numbers of people who are consumers of tea and it is used very often therefore
there buying process is not very complex. They dont have to think much therefore it is very
normal and routine purchase decision for consumers.

Need Recognition:
People buy product because they feel a need for it. If there is need, then consumer will not buy
the product. People take Tibet tea usually in the situations like when feel tired because of work,
for relaxation, to reduce tension etc.

 Pre-purchase Decision :
After recognition of their needs, customers search for the product which satisfy their need and
whose information is easily available. We provide our customers enough information about our
product on our website (www.TTEA.com) to satisfy them and we also pursue customers from
our advertisement on TV, Radio and Internet and specifically give advertisement in morning and
evening time.

Evaluation of Alternatives :
The next step is the evaluation of the product; customers seek features and qualities of the
product before using it, they evaluate products on the basis of their abilities which they give
them the benefit they want from the product.
The taste of tea is also important while consuming any brand. We have very strong competitors
like Lipton, Supreme and Tapal Danedar. People also see alternatives of our product and
evaluate them. Our product alternative brands are very strong and have very high image or
positioning in the mind of customer for their product. Compare to them, our product is new but
we use good ways to pursue our customers and try to build image for our product in the mind of
the customer because we provide high product quality for the customers.

Purchase:

Trial:
Customers take trial (first time purchase) because they want to check the quality and standard of
the product. We organize small events to attract consumers and give them small packets of our
product as a sample for the purpose of trial and then we take feedback by contacting them after
some time. As this stage is very important for us so we provide them values and incentives in
order to make them a regular customer.

Repeat Purchase:
Repeat purchase means people buy a product more than one time. Repeat purchase gives
producer a signal that consumers are satisfied with our product and they are willing to become
our regular customers. As we maintain our product quality according to Pakistan Standards (PS)
so when we gave sample of our product to consumers, most of the people purchased our product
again. It means that our product have met their expectations.

Post Purchase Evaluation:

This is a stage when consumers evaluate a product after using it for some time. They check either
the product maintained its standard/quality or not. Evaluation will be positive if the product
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satisfy them and maintain its quality otherwise the evaluation will be negative which is not good
for the product.
As far as Tibet tea is concerned we maintain our product quality according to standards and
consumers seems to be having positive views about it.
Customers seem to be very satisfied after using our product and are willing to purchase it in
future as well. As this is a product of daily use and it is purchased on the routine basis therefore
there is a very usual behavior of consumers.