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"Education is the most powerful weapon which you can use to change the world”
– Nelson Mandela

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Module 3 Coppertone Creating the Leading Sun Care Brand by Understanding Consumers

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Q 1. How has an understanding of consumer behavior helped Coppertone grow in the United States and around the globe? 2. Describe the five-stage purchase decision process for a Coppertone customer. 3. What are the possible situational, psychological, and sociocultural influences on the Coppertone consumer purchase decision process? 4. What specific marketing activities does Coppertone utilize to help the company grow in the marketplace? 5. What challenges does Coppertone face in the future? What actions would you recommend related to each challenge?

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1. Understanding of consumer-behavior has assisted Coppertone grow in the US and globally by incorporating latest consumer-trends and catering to consumer-feedback and changing consumer preferences. The life-situations of consumers are considered by Coppertone. 2. Stage 1 – The issue is of not being able to safeguard the skin of every consumer by every consumer when being exposed to the sun.