Ducati - Consumer Decision Making Process

The Consumer’s decision making process is based upon how they conduct themselves when purchasing products or services. The decisions they make are laid out into five steps. Before the steps however, there are some other factors that can be taken into account. The first factor to take into account is psychological factors. This influences the consumer’s decision and is based upon a person’s personality traits. It’s these traits like self-confidence, dominance, sociability, defensiveness, adaptability, and aggressiveness that help decide whether the consumer will go through with the decision making process in the first place. The traits also help determine different feelings toward products and services and ultimately shape what type of buyer you are. “The relationship of basic personality variables to buying behavior has been investigated across a fairly wide range of products and services. In probably the best-known such study, Franklin B. Evans used the Edwards Personal Preference Schedule to test for personality differences between Ford and Chevrolet owners. His basic conclusion was that personality is of little value in predicting whether an individual owns a chevrolet or Ford” (Thomas et al., 1969). Although Evans discovered that there was little contribution from a personality point of view; researchers later on found that individual personality types would have a profound impact when conducting the decision make process. When comparing the Ducati Superbike to its competitors we get a similar picture to Evan’s study with the Ford and the Chevrolet. With the Ducati However, there is a predominantly different target market. The Ducati is a top of the line motorcycle that attracts thrill seekers all around the world who want to feel the roar of the italian made engine. Straight off the cuff Ducati customers are prepared to pay more for a premium product as they feel the need to want to push their thrills to the limit.

The buyer decision making process is split up into 5 steps. Need recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post-Purchase Behaviour. This is the order in which a consumer will typically run through when making a purchase of some sort. Needs Recognition is the first step in the consumer decision making process and occurs when the consumer feels that are not satisfied and a need must be filled. Consumer’s feel that they need products and services in their life to fulfil certain needs, such as entertainment and pleasure. The first stage is considered ‘the problem stage’, as the need or want is missing and the product or service is ‘the fix’ to the problem. Someone who has a strong desire to buy the Ducati Superbike will be willing to pay extra because they feel that their need is worth the cost of the bike’s superior design and quality. Once the consumer has figured out that they need the Super Bike they move onto the second stage of the buyer’s decision making process. Information search is the second stage and consists of the need (Ducati Superbike) and also the alternative options or competitors in the market. In this case the Ducati is a speciality item that does not have many competitors, however, you can compare the Ducati Superbike to a Supercar like a Ferrari Lamborghini. If someone is willing to pay a large amount for the superbike they are probably also likely to purchase a fast car as well. This alternative product has a similar need to the Ducati Super bike.

The third stage involves evaluating the options or alternatives and outlines the differences of each options and the benefits of each as compared to each other. “So how does a consumer choose among these alternatives? The truth is that there are several processes at work inside the consumer's mind, forming beliefs and attitudes about all of the products to choose from. However these processes all "evolve" based on the individual's buying situation. The situation evolves from the set of attributes the consumer is choosing to evaluate products by” (The Market Media Life, 2015). “An Evaluation of Alternatives is the stage of the buyer decision process in where a consumer uses the information gathered in the Information Search to evaluate alternative brands in the product category” (The Market Media Life, 2015). When it comes to buying a Ducati you cannot undermine their superior quality and performance. “The Ducati Superbikes are the most advanced, most powerful twin-cylinder motorcycles ever built. They are the product of a team of designers and engineers who have combined their Ducati Motogp and World Superbike technologies to create the finest sport bikes in the world. From race-level engine specifications to World Championship-winning traction control, the results are pure excellence” (Fraser Motorcycles, 2011).

The fourth step of the consumer buyer decision making process is the actual purchase decision itself. The decision comes down to the previous three steps deducting your options down to one and considering you're motivated enough and still have the need to buy the purchase will take place. “The decision will depend on the information and the selection made in the previous steps based on the perceived value, product’s features and capabilities that are important to the consumer” (The Consumer Factor, 2011). The actual final decision still depends on other external factors like the quality of service from the place of purchase, the return policy and also any existing promotions for the product. Ducati is renowned for their great customer service. “In April of 2015 was the best sales month in Ducati's history. The company delivered 7,309 units to customers. For that kind of duty, the Ducati delivers the best combination of style and fun at a reasonable cost” (MacDonald, 2015).

After the purchase there is a post purchase evaluation which looks at the “original needs (those who caused the buying behaviour). And whether he has made the right choice in buying this product or not” (The Consumer Factor, 2011). The consumer will most likely feel a sense of satisfaction for the product and the choice, or otherwise feel disappointed with the product. If the product has satisfied the need and the consumer is satisfied with the final product then he or she will minimise the stage of information search. This is because there is no need to go back and look for other products to fulfill that need. However, if the consumer was dissatisfied then they will need to repeat the 5 stages of the consumer buying decision process with alternative products so that they can fulfill that need properly. “Positive or negative, consumers will also be able to share their opinion on the brand. Whether in their family or by word-of-mouth. Or on a much broader scale now with social networks or on consumer product review websites. A tendency not to be overlooked because now with the Internet, an unhappy customer can have a strong power to harm for a brand” (The Consumer Factor, 2011). The importance for companies like Ducati to have the proper awareness of influencing the consumer in a positive manner is paramount to the buyer’s final decision. If the customer service is sub-par then the customer might think twice before purchasing the product. “That’s why it’s important for companies to optimize the customer experience, a guarantee an efficient customer service and a specific call centre are some of the assets that can be developed to improve post-purchase behaviour if there is any trouble with the product” (The Consumer Factor, 2011). Companies with a successful history like Ducati are renowned for their products quality and unique design. Ducati makes some of the best looking motorbikes with the most powerful engine in the world. This sets them apart from their competitors and allows the consumers to be sure they are purchasing a higher quality motorbike for the higher premium. “At Ducati, interest in business-to-business trade is slow because 85 percent of Ducati components are self-designed and ordered from suppliers in the Bologna region. But a percentage of parts, including spark plugs, chains, tires and lamps, may be purchased by joining Moto clusters, an online procurement system for the motorcycle industry that was set up last year by Giuseppe Narducci, Ducati's former head of purchasing” (Tagliabue, 2001). The Ducati Traction Control (DTC) system further underlines Ducati's technology flow from racing to production and demonstrates how solutions developed for the track can be applied to enhance safer performance on the road (Fraser Motorcycles, 2011).




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