Consumer Behavior

Week 3—Consumer Behavior, B2C, B2B and B2G

Introduction to Marketing

Group 4

        The Millennium Cinema’s target customers buying process, and the reasons behind their buying process is as follows. First, the Customer must already want to see a movie that has come to theaters or come to the realization that they are bored and in need of entertainment. The customer must then decide that out of all the possible forms of entertainment readily available to them, they want to see a new film. Since the Millennium and Avalon theaters display the only available opportunity to see a new film within 30 miles the customer will choose to view a movie at one of these locations.

        After the opportunity has been identified the Customer may use the website to look up the different movies, show times and prices available to them. They might look up reviews on movies they are interested in as well. The reason behind this research is that no one wants to show up to the movie theater and hope that there is a movie they are interested in.

        Now, the customer will evaluate the alternative forms of entertainment they will forgo if they choose to go to a movie because there could be something that offers more value. The customer then decides that they will still see a movie because it offers the most entertainment value at that time. Once the decision is made the customer must physically go to the theater and actually pay for the selected movie because in their mind it offers the most entertainment.

        Finally, after the movie has been watched and scrutinized, the customer will evaluate whether the movie was worth the time and money. Movies are an interesting product because while the customer may not want to see a particular movie again, that doesn’t necessarily affect the decision to see the next movie they find a suitable form of entertainment at the Millennium, while tangible products and services will not get a repeat purchase if they do not cohere to a customer’s values.