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Describe the decision-making process for purchasing Metabical? Who is involved in the process?

The decision makers in purchasing Metabical are over weight people with BMI between 25 and 30 and healthcare providers. Healthcare providers are one of the decision makers because Metabical is a prescription drug unlike its competitor Alli which is an over the counter drug. Customers go through a five-stage decision making process in any purchase. These five steps are Need Recognition & Problem awareness Information search Evaluation of Alternatives Purchase Post purchase Evaluation. (Tutor2u Limited) Need Recognition and Problem Awareness Over weight people: From the case we can suggest that 65% of Americans are over weight, obese or severely obese. There are many health and social issues around being over weight. From the case we can also get the information that 35% of the respondents are trying to lose weight and 15% of the 35% are comfortable using drugs to reach their weight lose goals. Healthcare providers: Obesity or over weight is the major reason for Diabetes and heart diseases. Health care providers are not successful in counseling the patients with healthy diet plans and exercise routines. Information search Overweight people: Once the need is recognized information can be searched through personal sources like family, friends, neighbors etc. or commercial sources like advertising, sales people etc. or public sources like newspapers, radio, television etc. (Tutor2u Limited) or they can take expert help by contacting healthcare providers. Healthcare Providers: It is not very difficult to search information for healthcare providers as they are in the medical field and they can get information by medical journals, talking to experts in the regarding science and medical representatives. Evaluation of Alternatives Overweight people: The alternatives for Metabical in this case are Alli and Ephedra. Alli and Ephedra has severe side effects. Alli has negative effects in gastro intestinal conditions and abdominal pains. Ephedra was linked with cases of sudden cardiac death and other serious health risks. Other weight loss solutions like hoodia, chromium, chitosan etc. were categorized as herbal and are not regulated by FDA. Healthcare Providers: All other alternatives for Metabical either have negative side effects or are not regulated by FDA. Metabical is the only FDA approved drug which can reduce weight in over weight people.

Purchase Overweight people: Once all the alternatives are evaluated and the price of Metabical is confirmed the person will buy Metabical with a prescription from healthcare provider. Healthcare Providers: After evaluating all the alternatives healthcare provider will suggest or recommend Metabical to the patient if the Body Mass Index(BMI) of the patient is between 25-30. Post purchase Evaluation Overweight people: The support program provided by Metabical for a period of 24 months will provide the customers to have manuals to track their weight, food diary, nutritional and calorie calculator and community forums. This helps the customer to stay on track to continue with the process of weight loss. Healthcare Providers: Healthcare providers were unsuccessful or had little success to counsel the patients with diet and exercise plans. Metabical can solve the problem to an extent. How should Printup think about the segmentation of potential Metabical consumers? Who is the optimal target customer? Printup should segment the potential Metabolical consumers based on the following consumer characteristics. Demographic Psychographic Behavioristic (NETMBA.com) The variables that should be considered in Demographic segmentation are Age Gender Income Education

The variables that should be considered in Psychographic segmentation are Attitudes

The variables that should be considered in Behavioristic segmentation are Benefits Sought

Demographic Segmentation From the exhibits in the case study we can see that 65% of Americans are over weight. Exhibits also provides the information that more female (75%) are dissatisfied with their current weight and more female (55%) wanted to change

their behavior to live a healthy lifestyle when compared to men (65% and 40% respectively). Another interesting finding from the exhibits is that 20% of respondents with income over $80,000 are willing to pay out of pocket for their prescription. People with moderate education are aware of the health risks that are associated with health risks. Overweight is almost greater than 50% in each age group. From the demographic segmentation Printup should target females with minimum of moderate education and whose income is more than $80,000. Psychographic segmentation Printup should segment the customers by their attitudes. From the exhibit we can see that even though 70% of respondents are not happy with their current weight, only 35% are actively trying to lose weight. Out of those 35% only 15% are comfortable using drugs to reach their weight loss goals. From the psychographic segmentation printup should target people who are actively trying to lose their weight and are comfortable using drugs. Behavioristic segmentation People have different reasons to lose weight. Some want to look healthier, some want to look like a movie star, some want to lose weight only if it is easy etc. Some overweight people are fine by the way they are. Printup should target consumers who want to lose weight only if it is easy as Metabical is just what they need. It is mentioned earlier that 65% of Americans are over weight. But, Metabical can be used by people whose BMI is >=25 and <30. This reduces the total market size to 34% of US citizens. Segmenting Healthcare providers Healthcare providers who frequently deal with patients suffering from diabetes, heart diseases, blood pressure, gall bladder diseases etc. should be targeted.

Bibliography
Tutor2u Limited. (n.d.). (tutor2u) Retrieved 08 04, 2011, from http://tutor2u.net/business/marketing/buying_decision_process.asp (n.d.). (Internet Center for Management and Business Administration, Inc.) Retrieved 08 05, 2011, from NETMBA.com: http://www.netmba.com/marketing/market/segmentation/