(1.D) It is the aim of any marketer to get inside a consumer 's brain.

You want to find out how

choices are made by the customer and how you can get them to decide to buy your product or
service. In a customer decision-making process, there are 4 steps: Awareness, Consideration,
Information Search, Evaluation.

Segment 1

 Awareness – In this segment, the customers are normal people who are not in any way
connected to corporate. So, we have to plan our advertising and distribution strategy for the
awareness stage in such a way that it will attract the eye of this segment’s prospects.
Banners, danglers will be of much use for this stage.
 Consideration – After travelling through the sales funnel to the consideration stage, we have
to make sure that he/she has our product on the top of the mind over our competitors. For
that we have to make sure that the distribution is setup with the most frequent and
attracting retail stores.
 Information Search – There are different types of products in our port-folio and product line.
To make sure that the prospects gets all the information he/she is willing to gather, we have
to construct our presence in online platforms as well as the distribution channels.
 Evaluation – Here the prospect would be finalizing his/her decision and sticking to it. Buying
will happen in this stage only.

Segment 2

 Awareness – In this segment, the customers are mostly connected to corporate. So, word-of-
mouth will play a major role in this part. Referrals and corporate connect will be playing a
major role in it.
 Consideration – The prospect would be willing to take a contract or wholesale order in this
segment. So, they will look upon the price and the feasibility the most.
 Information Search – There are different types of products in our port-folio and product line.
To make sure that the prospects gets all the information he/she is willing to gather, we have
to construct our presence in online platforms as well as the distribution channels.
 Evaluation – Here the prospect would be finalizing his/her decision and sticking to it. Buying
will happen in this stage only.

In case of the utilities, we have to portray possession utility i.e the value customers have while
buying a product and they have the choice to use the product for the purpose it was made for or
finding a new way to use the product. Portray form utility i.e how well a product or service meets
the customer's needs. Place utility can be obtained through the process of making a good or service
more readily available to potential customers. Depict Time utility that exists when a company
maximizes the availability of a product so that customers can buy it during the times that are the
most convenient or desirable for them.