Maddie Ditmyer, emily workman, lorelie cuevas Team 2 Maddie Ditmyer, emily workman, lorelie cuevas

The new mind of the buyer The target market is young people, therefore the buyer can relate to the founder’s idea and desire for new hummus flavors. They feel connected with a young founder and want to support his cause. Because they feel connected, they have developed a trust with the company. Also, as millennials, the buyers often focus on a health- conscious mindset when purchasing new products.

Buying motivation for O’Dang Hummus Quality – O’Dang Hummus is made in four unique flavors, with no dairy, no oil added, no preservatives, and a low calorie count. Price – The price is competitive when compared to other hummus brands held on Publix & Whole Foods shelves.

The buying process of target market According to team 1, the target market for O’Dang Hummus products is millennials, age 22-40. Need recognition: people looking for new hummus flavors Information search: buyers searching for healthy comparisons to their typical hummus brand, with newer flavors Alternative evaluation: conducting research in local stores and online to discover potential alternatives to O’Dang Hummus Purchase: deciding O’Dang is the best brand to meet their need Post-purchase: if satisfied, they will switch their typical hummus brand to O’Dang, continue purchasing, and recommend the hummus to their friends/family