Case Study Analysis

Case Study Analysis

Introduction

This assignment is focued on determining the buying behavior and the purchasing decision making process of the customers of Clinex and Son's. It also explains the research techniques that will be used to measure the variables that the customers use in the decision making process. It also emphasizes on assessing the market size and future demand of Clinex. And finally the customer satisfaction is determined through a questionnaire.

Company Profile

Clinex and Sons was formed twelve years ago by Mr and Mrs. Allison. The firm started as providing home cleaning services in the upper class of Manchester. Later on it expanded its customer base by starting to provide services to industries, schools and businesses. Clinex and Sons has an annual turnover of about £1.5 million.

Discussion

Understanding the buyer behavior and the purchase decision-making process

Decision Making Process of B2B and B2C Markets

The decision making process includes six step. Consumers, both B2B and B2C, normally follow these steps while making decision to buy a product (www.udel.edu). Each of these steps is discussed below.

Problem Recognition

In this stage the awareness of the need takes place. It may be defined as the difference between the actual state and the desires state.

Information search

At the information search stage, the consumer will search the internal as well as the external sources for information regarding the product or service that will satisfy the need. By the end of this stage, the consumer has arrived to a set of alternatives to satisfy the need.

Evaluation of Alternatives

At this stage, various alternatives are evaluated to determine which ones satisfy the need and which of the specifications in the product are required.

Purchase Decision

At this stage, the consumer decides which product to buy from among the available alternatives.

Purchase

At this stage, the actual purchase takes place.

Post purchase evaluation

At this final stage, the level of satisfaction or dissatisfaction is determined.

Generally in B2B, the consumer has always done his homework before coming to actually buy it. They look at the value of the service and see if it can solve any problems. While on the other hand the b2c consumer take an overlook of the product or service before coming over to buy, they take branding into consideration much more.

In B2C, consumers buy as individuals whereas B2B consumers buy as a group and when one sells to a group, a lot of problems arise. As the people in the group are from different departments and each one of them have their own needs. Therefore, the need of each department is different and to cater those differing needs, Clinex should provide tailored services.

In B2B, the consumers when decide to go for a new service provider. They see how it will enhance their value or the value of their business.

In B2C, consumers are not very loyal, they believe on the word of mouth and have the ability to change their service provider based on the comments provided by others. On the other hand, the B2B are very loyal and they like to work with ...