Now that the environmental scan has been completed, the new product development group needs to conduct an analysis of consumer buying behavior in Dyson industry. Outline how the team would conduct this analysis, while considering both current and potential product users. Your analysis should address how you would determine the following:
- What needs are being met by the product purchase? What are the benefits to the consumers? Make sure that you differentiate between features and benefits; go beyond manifest motives and consider latent motives.
- Who is involved in the purchase process? Who are influencers, buyers, and users?
- Where are the products sold (distribution channel)?
- How often are the products purchased? Is there seasonality to sales?