BUYING DECISION PROCESS

• Who buys this product?

Consumers, who opt for instant drinks and believes in quick preparation of their coffee, are the one who will buy this product. People who prefer preparing coffee for themselves at their own time and convenience without any assistance will be the target customers. 

Other than that, people who are willing to switch from traditional coffee to instant coffee and are ready to shell a few more bucks to save time and effort, will be buying BRU.

• What problem will this product solve?

1. For people who are in hurry, they can make instant coffee and enjoy their drink at any time.
2. Rich, dark enhance taste which was lacking earlier, would be solved by BRU.

• Which attributes are important and why?

1. Brand
2. Trusted Company
3. Price 
4. Packaging
5. Jingle
6. Variants

• If this decision is first time, how will it go?

Factors leading for first time use-

1. Friends
2. TVC's
3. To try new thing
4. Non- availability of substitute

Results-

1. Might turn first time user into a regular customer
2. Brand loyalty
3. Word of mouth publicity

• If this decision is repeat, how will it go?

1. Permanent customer
2. May influence and bring in other customers also
3. Comparison with different brands

• How was the deliberation (thinking) in your head?

1. Which flavor will be preferred most?
2. How coffee drinkers are differentiated from the rest?