Consumer Purchase Decision Process: Dasani Drops

By: Shannon Szabo-Pickering

Problem Recognition

A consumer contemplating a purchase of Dasani Drops will go through several steps, either on a conscious or subconscious level. A person would begin the purchase decision process for Dasani Drops by recognizing that they have a need; that there is a difference between what they have and what they would like to have. Their need they wish to satisfy may be for a convenient thirst quencher that provides an alternative to water and can be taken on the go. This need could be triggered by seeing the product’s packaging and advertising, which conveys the product as very refreshing, anticipation of being on the go, or the feeling of wanting a drink other than water. Other needs that may be satisfied by Dasani Drops could be a desire for a beverage product with 0 calories, or a need for a beverage that is relatively inexpensive. A 6 pack of Dasani flavoured bottled water will cost approximately $2.99 USi, making it considerably more expensive than the Drops. A person may also purchase Dasani Drops if they wish to have control of how much flavour their beverage contains, which they could do with Dasani Drops with relative ease.

Information Search

A person may conduct an internal and external search when deciding whether to purchase Dasani Drops. With an internal search, a person who has tried this product will consider their previous experiences with the product, whether they liked or disliked the product, as well as which flavours they liked. They would also consider whether Dasani Drops satisfied their needs effectively. A person may also consider their experiences with similar flavour enhancing products, such as Mio, or their experiences with other Dasani products. Whether these experiences are positive or negative will have a strong impact on a consumer’s decision to purchase this product.

Because Dasani Drops is a new product, a consumer may not have experience with it and may conduct an external search to find more information before purchasing it. They may seek opinions from personal sources such as friends and family by asking if they have tried the product, what they thought of it, or if they personally would consider trying this product. They may also ask their personal sources about experiences with other flavour enhancers or Dasani products.

A consumer may also seek information from public sources. In this situation, the internet would be especially helpful. A consumer may Google “Dasani Drops”, or read online reviews about a product. A person may also read reviews or articles about the product in sources other than the internet, such as magazines. A consumer may also look at marketer-dominated sources for more information on product attributes. This may include looking at advertisements, or watching the online commercial Dasani Drops currently has on YouTube. Coca-Cola’s company website, as well as Dasani’s Facebook page contain information about Dasani Drops. Dasani Drops also has its own Twitter account containing many favourable reviews. These are all examples of marketer-dominated sources from which a consumer may obtain information before making a purchase decision.

Evaluation of alternatives

Once a consumer had completed their information search they would have a set of evaluative criteria on which to base their purchase decision on. They would have both objective and subjective criteria on which to base their decision. Objective criteria include the attributes of Dasani Drops as a product. Product attributes include it being a water enhancement product, the flavours in which it is available, the ability to control how much flavour is added, that it is small and convenient, can make 32 servings and costs around $4.00. A person may also consider subjective criteria when deciding whether to purchase Dasani Drops. For example, the Dasani brand may have some prestige associated with it, since it is expensive compared to other bottled water products, and has an image of a high-quality product. Since Dasani Drops is a new product, a consumer may perceive it as conveying an image of being up to date with trends, or a consumer may enjoy the prestige of being the first to try a new product. Since it has 0 calories and is added to water, a consumer may believe it conveys the image of being concerned about their health or living a healthy lifestyle.

A consumer would compare their evaluative criteria for purchasing Dasani Drops with other products in their evoked set of brands which would all satisfy the need a consumer was seeking to satisfy. An evoked set for Dasani Drops would likely include other water enhancement products, such as Mio or Crystal Light Singles. These products have many similar attributes to Dasani Drops, and could likely satisfy the same needs. On a broader level, a person’s evoked set could include many beverage options, depending on the need a consumer was seeking to satisfy. If a person’s need was just for something to drink or an alternative to water, an evoked set may include products such as juice or flavoured bottled water. Though they may not have all of the same attributes of Dasani drops, they would satisfy these particular needs just as well. Ultimately a consumer will determine how Dasani Drops compare to similar products, and use that information to make a purchasing decision.

Purchasing Decision

After evaluating alternatives, a consumer will make a decision on whether to purchase Dasani Drops or another brand from their evoked set. It is likely they will be influenced by elements of the marketing mix. They may be influenced to purchase Dasani Drops if they see an advertisement or the product featured in an in-store display. Convenience and availability will also influence their decision on which brand to purchase. A consumer is likely to purchase the product they feel will best satisfy their need. If many products will satisfy the need, price will be a strong consideration in deciding which product to purchase. A consumer would be more likely to purchase Dasani drops if they are on sale or less expensive than others in their evoked set.

A consumer will then decide from whom to purchase it from. They will likely purchase it

at a convenient location, for example a location close to home or a place where they need to purchase other products. They may also consider which location has the lowest price, and are more likely to buy from a place with a pleasant atmosphere. Technology is changing the way in which consumers purchase products and a consumer may even decide to purchase it online. It is currently available for purchase at amazon.com, and consumers may like the convenience of purchasing it online.

A consumer will also decide when to purchase the product. If Dasani Drops satisfy a need a consumer wants to address immediately, they will likely purchase it immediately. However, they may choose to delay their purchase for several reasons. They might not need the product right away, or they may choose to wait until the product comes on sale. A consumer may not purchase Dasani Drops at all if they feel it is too expensive, or they believe another product in their evoked set has more appealing attributes. Availability will also be a factor in the decision to purchase Dasani Drops. It is rather difficult to ascertain whether this product is available in Canada, since there is nothing online stating its availability in Canada and it does not appear to be available in major grocery storesii.

Post-Purchase Behaviour

Once a consumer has purchased Dasani Drops, they will evaluate how well it satisfied their need, and whether they liked or disliked the product. They are likely to purchase it again, or possibly try other flavours if they liked it. A high level of cognitive dissonance is unlikely with a purchase such as Dasani Drops, since it is inexpensive and an alternative can easily be obtained if a consumer is dissatisfied with the product. However, a consumer may still take the time to reinforce the notion that they made a good purchasing decision by comparing how well it satisfied their need versus other products in their evoked set or asking others whether they liked the product. A consumer will likely share their opinions with others, either in person or online, especially if they are dissatisfied with the product.

Situational, Psychological and Socio-Cultural Influences

Situational Influences

Social SurroundingsThe decision to purchase Dasani Drops may be influenced by who a consumer is shopping with. If shopping with another person, a person may choose to purchase a Dasani product to impress the person they are with, since Dasani is a prestigious brand. The accompanying person’s experience with the product may also influence on the consumer’s purchasing decision, if this person has tried the product and shares their opinion.

Physical SurroundingsA person would be more likely to purchase Dasani drops in a location they are comfortable in. If the store in which they intend to make the purchase is too crowded or the music is too loud, they may choose to delay the purchase and purchase elsewhere.

Temporal EffectsThe amount of time available for purchase could be both a positive or negative influence on the decision to purchase Dasani Drops. A person with little time available may not have time to make the purchase. However, a person with a busy schedule and little time available may be more likely to purchase Dasani Drops if they are available in an extremely convenient location. Dasani Drops are meant to be taken on the go, and provide a convenient alternative to plain water with their small size and ease of use. With these factors in mind, a person may be more likely to purchase Dasani Drops in anticipation of a busy day where it may be difficult to obtain other alternatives.

Antecedent EffectsA consumer’s decision to purchase Dasani Drops would also be affected by the amount of money they have on hand. A person contemplating purchasing only this product may not do so without cash on hand. It may be considered unreasonable to purchase such an inexpensive item on debit or credit. A consumer on a tight budget may forego this purchase, as it would not be deemed a necessity.

Psychological Influences

MotivationA person would be highly unlikely to be motivated to purchase Dasani Drops merely to satisfy the physiological need of thirst, though Dasani Drops does convey the image of a good thirst quencher. If someone needs a drink, they are more likely to find the nearest available water

source and not be concerned about adding anything to enhance the flavour. Dasani Drops may satisfy esteem needs, since the prestige associated with Dasani products may be appealing to some consumers.

PersonalityA consumer’s character traits will likely influence their decision to purchase Dasani Drops. Dasani Drops may appeal to both a person’s ideal and actual self-concept. A person may purchase Dasani Drops because they are, or wish to be seen as, health conscious, on trend, or as having a fast paced lifestyle. A consumer who feels these traits are reflective in Dasani Drops would be more likely to purchase it. A consumer’s lifestyle would also impact their decision to purchase Dasani Drops. This product would appeal to people with a fast paced lifestyle, who may not have a lot of time and are often on the go, or people who concern themselves with the latest food trends and are concerned about their health. According to the Goldfarb psychographic market segments, people who fall into the trend-focus Up and Comers, the time poor Mavericks or the Joiner Activists II who are interested in new products may be Canadian market segments this product appeals to.

Perception Selective perception and comprehension, as well as selective retention and exposure will influence a consumer’s perception of Dasani Drops. A person would be more likely to notice and remember advertisements for Dasani Drops if they are thirsty, seeking to enhance the taste of their bottled water through a flavour enhancing product, or if they have purchased flavour enhancers or Dasani products before. People are also likely to interpret Dasani Drops in a manner which is consistent with their attitudes and beliefs. A consumer who sees Dasani Drops as healthy, convenient or prestigious would see Dasani Drops in a positive light and be more likely to retain the information they receive about this product. However, a person who sees bottled water as harmful to the environment may perceive Dasani Drops as contributing to the problem, or a frugal consumer may associate Dasani products with being overpriced and not even consider Dasani Drops as a purchasing option. As a result, consumers not concerned with the attributes associated with this product would be less likely to retain information about it.

LearningBrand loyalty would factor into the decision to purchase Dasani Drops. A consumer who has had positive reinforcement of Dasani products through numerous positive experiences with the brand would likely be interested in trying this new product. They are likely to transfer their feelings about the Dasani brand to new Dasani products. In this sense Dasani drops are an excellent example of how a company may use stimulus generalization when launching new products. However, since flavour enhancers would generally be considered a low-involvement area and there are many products with similar attributes, consumers may have difficulty differentiating Dasani Drops from similar products. This is an example of stimulus discrimination. Through

cognitive learning, a consumer would be able to ascertain that Dasani Drops are used in a similar matter such as Mio based on the attributes these products have in common.

Socio-cultural Influences

Consumers would likely be influenced to purchase Dasani Drops by hearing positive word of mouth from other consumers. As an example, a consumer may be more likely to purchase the product as a result of viral marketing, such as the many positive reviews available on Twitter. Consumers would also be influenced in their purchasing decision by members of their membership group. If a consumer’s friends and family have a positive opinion of this product, the consumer would be more likely to purchase it themselves. They would also be more likely to purchase Dasani Drops if they were socialized to use Dasani products. Having grown up in a household which used Dasani products, they are more likely to purchase Dasani products themselves.

i www.kmart.comii Dasani drops were not available at either Wal-Mart or Zehrs.