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Exercise – Consumer Buyer Behaviour

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This exercise asks you to apply the Consumer Buyer Behaviour decision process to a rider deciding whether to buy Colorado Ricardo’s new e-mountain bike.

The Scenario: Colorado Ricardo Mountain Bikes

Colorado Ricardo Mountain Bikes was founded by Ricardo Francisco, a keen off-road cyclist who grew frustrated with bikes breaking down under the strain of the Colorado mountains. After years of trial and error, he built a bike tough enough to survive the terrain and named it the “Colorado Ricardo”. Word spread quickly among local riders, and Ricardo gave up his day job to build and sell bikes full-time from a small workshop outside Denver.

Imagine a loyal Colorado Ricardo customer, who already owns an ageing off-road bike, hears that Ricardo is launching a new e-mountain bike.

Your task: Walk this customer through the five stages of the consumer buying decision process – need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour – explaining what happens at each stage.

Consumer buyer behaviour: need recognition, information search, evaluation, purchase decision, post-purchase behaviour

Once you have drafted your own answer, compare it with Marketing Teacher’s suggested answer.