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  • The Buying Process - MM - Dhananjay Mani PDF

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    Raj desires to get into IIT but needs help to improve his concepts. His parents recognize this problem and search for coaching institutes, eventually choosing PACE IIT & Medical after researching options and comparing on factors like student mentoring and cost. Though PACE is the most expensive, Raj's parents purchase its program after being convinced of its brand reputation and student selection record over 25 years. Raj is now attending PACE daily while still in the refund period, with his parents analyzing whether the promised deliverables are being fulfilled.

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    Raj desires to get into IIT but needs help to improve his concepts. His parents recognize this problem and search for coaching institutes, eventually choosing PACE IIT & Medical after researching options and comparing on factors like student mentoring and cost. Though PACE is the most expensive, Raj's parents purchase its program after being convinced of its brand reputation and student selection record over 25 years. Raj is now attending PACE daily while still in the refund period, with his parents analyzing whether the promised deliverables are being fulfilled.

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    49 views2 pages

    The Buying Process - MM - Dhananjay Mani PDF

    Uploaded by

    kdmani99
    Raj desires to get into IIT but needs help to improve his concepts. His parents recognize this problem and search for coaching institutes, eventually choosing PACE IIT & Medical after researching options and comparing on factors like student mentoring and cost. Though PACE is the most expensive, Raj's parents purchase its program after being convinced of its brand reputation and student selection record over 25 years. Raj is now attending PACE daily while still in the refund period, with his parents analyzing whether the promised deliverables are being fulfilled.

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    of 2

    Kumar Dhananjay Mani

    PGID – 92010049
    PGP pro Mumbai

    The Buying Process


    Problem Recognition
    Raj has always desired to get admission into IIT & his Parents have always supported his dreams
    of getting into one of the most prestigious Engineering college in the world. Raj is above
    average student getting 80%-90% marks but not the brightest of the lot.
    His parents figure out that he is having problem into his concepts. He is not being mentored
    properly.
    They understand that Raj is in dire need of a good coaching institute who will help him getting
    into IIT.

    What Coaching Institutes should do – They should start with Content Marketing by
    sharing testimonials of successful students.

    Information Search
    Now that the problem is recognized, Parents of Raj start the search process. They know that
    there is a issue & they are looking for the solution.
    They are looking for the best Coaching institute in their Locality who works on the concepts of
    the students, mentor students properly & generates top ranks from them. They have chosen
    the best option of PACE IIT & MEDICAL.

    What Coaching Institutes should do – They should establish their Brand as Industry
    Expert. Increasing the credibility will keep them in front of the Customers & ahead of
    the competition.

    Evaluation of Alternatives

    Even after selecting PACE they are looking for alternatives as it’s the matters Raj’s Future. They
    want to be sure of their decision. Now they are comparing other coachings with PACE in aspects
    of student teacher ratio, mentoring , cost , study material etc.
    What Coaching Institutes should do – They should allow customers to compare. Even if
    the completion offers cheaper price. This will establish a trusting customer relationship
    & will also simplify the process.

    Purchase Decision

    Now Raj along with his parents have decided to go along with PACE. They have done all the
    research & found out that PACE is best despite of the highest cost among others.
    PACE is 25yrs old brand who works with child very closely & generates maximum selections in
    Maharashtra.

    What Coaching Institutes should do – Here they should step up the game in marketing
    process by providing a sense of security by reminding customers of why they wanted to
    make the purchase. Giving information relating to the need would establish more faith
    & trust among customers.

    Purchase

    Now that Raj & his parents have completed the research, they have decided to do the
    enrolment in PACE. They are happy so far with the provided service.

    What Coaching Institutes should do – Since all the stages that lead to conversion is
    finished , now they should keep the Marketing simple with current customers.

    Post Purchase Evaluation


    Raj is attending daily lectures at PACE. They still have refund period in their hand so each &
    every point is being analyzed. They are analyzing are the deliverables which were promised to
    them during enrolment.

    What Coaching Institutes should do – Process has not ended yet . the should service the
    student properly. They should fulfill all deliverables and make the customer happy. Later
    they can work on referrals and make a easy sale.

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