THE HAPPIEST PLACE ON EARTH

DISNEY LAND

• TRUST• FUN• QUALITY

ENTERTAINMENT

DISNEY HAS EXPANDED ITS BUSINESS INTO:

• PUBLISHING • INTERNATIONAL THEME

PARKS• THEATRICAL PRODUCTIONS

WALT DISNEY’ VISION: “ TO MAKE PEOPLE HAPPY” .

THE BUYING DECISION PROCESS: THE 5- STAGE MODEL

5- STAGE MODEL OF THE CONSUMER BUYING PROCESS

PROBLEM RECOGNITION: Buyer recognizes a problem or need triggered by internal and external stimuli.

Daddy, lets go to Disney land this

summer?

INFORMATION SEARCH:Consumer often search for only limited information.

Individuals will evaluate

different products or brands at this stage on the basis of alternative product attributes

EVALUATION OF ALTERNATIVES

PURCHASE DECISION

The consumer forms preferences among the brands in the choice set and may also form an intention to buy the most preferred band.

POSTPURCHASE BEHAVIORcustomers will compare products with their previous expectations and will be either satisfied or dissatisfied

EXPERIENCE

VIDEO GAMES

PURCHASING DISNEY PRODUCTS

TO CREATE SUSTAINABLE CHARACTER BRANDS AND NEW GROWTH OPPORTUNITIES FOR THE COMPANY..

POSITIVE ASPECT OF THIS MOVE: GETS A RELATIVELY BIG CONSUMER BASE FOR ITS PRODUCT

• THE MAN BEHIND THE MOUSE• DISNEY BRAND• COMPANY’S EXPANSION• VISION• THE BUYING DECISION PROCESS• STAR WARS BRAND AND

SUPERHEROES

DISCLAIMERCREATED BY ELIZABETH ABRAHAM,BIT MESRA,DURING A MARKETING INTERNSHIP BY PROF.SAMEER MATHUR,IIM LUCKNOW