Case Study: Coppertone Coppertone was developed by pharmacist Benjamin Green when he observed service men and women in the Air Force using petroleum gel to protect their skin. He added cocoa butter and coconut oil to create Coppertone Suntan Cream. Taglines such as "Tan, Don't Burn and advertising featuring the "Coppertone Girl were used to promote the product as a tanning brand. Over time, however, consumer interests shifted from tanning to protection, so Coppertone developed sunscreen products, water-resistant lotions, and continuous sprays. In addition, Coppertone conducted research that helped the FDA create the SPF ratings for the entire industry. Today Coppertone is the market leader with an 18 percent share of an industry that has grown to $9 billion in global sales. Much of Coppertone's success can be attributed to how attentive Coppertone managers are to the path that consumers follow as they make a sun care product purchase. Generally, Coppertone consumers follow the same purchase decision process common to many consumer purchases problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior. Psychological, sociocultural, and situational factors also influence Coppertone users' purchase behavior. Coppertone faces several opportunities and challenges in the future. The firyt challenge is the seasonal demand for Coppertone products. Currently the majority of Coppertone sales occur in just 100 days! Another challenge is that consumers have traditionally thought about Coppertone products in the context of specific events such as a visit to the beach or a vacation. As consumer interests shift again from sun protection to skin care Coppertone will need to help consumers think about their products as part of their everyday routine. Finally, Coppertone has opportunities to expand into new product categories such as sunglasses and contact lenses. 1 Question 1: Describe the five-stage purchase decision process for a Coppertone customer What are the possible situational, psychological and sociocultural influences on the Coppertone consumer purchase decision process