Case: Auntie Annes Part 2 (Buyer Behavior Process)
-Case Prompt: Help us decide which segment we should target for our catering.
Team #:	Team Name:	Section:

Part 1 - Background Research:

What do customers value in catering and in their transaction of purchasing catering?

In what areas does Auntie Annes excel at providing value? What differentiates them from their competitors?

Buyer Behavior Process Stage	BUYER BEHAVIOR WHAT is happening in this stage? What might the buyer thinking/feeling/doing? Be specific. You may consider more than one buyer behavior situation (e.g. placing order online or going to a store).	Auntie Annes ACTION PLAN Based on what is happening in the stage, HOW can Auntie Annes market to the customer to help them choose Auntie Annes catering? (This can be by creating awareness, showing or reminding of value, helping the customer through the stage, etc.)
Need Recognition
Information Search
Evaluation of Alternatives
Purchase
Reaction

Part 2 - Detailed Analysis: Based on what is valuable to Auntie Annes customers, help Auntie Annes market to their customers during their decision-maki