Transcript intro
What is it? Consumer Behaviour “the processes involved when individuals or groups select, use, or dispose of products, services, or experiences to satisfy needs and desires.” Solomon et al. 2007 “Open Your Mind” 1. Significative 2. Symbolic 3. Social What are the sources of stimuli from the Smart Car? CONSUMER BEHAVIOUR PROCESS Problem/Need Recognition Feedback Information Search Pre-purchase Evaluation of Alternatives Purchase Decision Consumption Purchase Post-purchase Consumer Marketer Product Understanding the consumer is the starting point What do we need to know about Consumers to understand their behaviour? Why is it important to Understand Consumer Behaviour? Premier Cigarettes: R.J. Reynolds (RJR Nabisco Inc., subsidiary) 1988 spent over $1 billion to develop & market its Premier Smokeless Cigarettes. Priced at a 25% premium to other cigarettes, they were withdrawn after 5 months because smokeless cigarettes appealed to non-users-nonsmokers! Garlic Cake: Gunderson & Rosario, 1989. The product was supposed to be served as an hors d'oevre but the company forgot to mention potential usage occasions to consumers who wondered just what garlic cake is and why anyone would want to eat it? Dr. Care: by Dairimetics, c. 1985 While the vanilla mint flavored product was advertised as easy to use and sanitary, many parents questioned the thought of letting their kids loose with an aerosol toothpaste Heinz's Funky Fries, the chocolate, cinnamon, sour cream and bluecolored frozen fries 2003 Gerber's Singles, a variety of fruits, vegetable and other entrees for adult consumers launched in 1974 Alternate Name: “I Live Alone And Eat My Meals From A Baby Food Jar “ more than half of ketchup consumers are children Heinz introduced Blastin' Green ketchup in EZ Squirt bottles in October 2000 Heinz sold more than 10 million bottles of Blastin' Green in its first seven months Other colors: Stellar Blue, Funky Purple, pink, orange and teal May 2004, Canandaigua Wines introduce sangria in Tetra Prism packs. Three years of testing have proven that the aseptic cartons are uniquely well suited for protecting wine’s sensitive flavour profiles. The lightweight, space-saving cartons also better differentiates Canandaigua’s wine brands on the shelf and makes them extremely economical to distribute, store and stock. November 2004 Canandaigua introduces several wine varieties in octagonal shaped tetra packages. Promoted as convenient, lightweight, portable and allowed where glass is not. “As a market leader in the wine industry, it's very exciting to leverage our strength by introducing another Canandaigua brand in a unique package to many consumers in the U.S. market.” —Gary Glass (VP Marketing for Canandaigua Wine Company Are consumers ready for a juice box-type look for wine? What about the quality? Mango Guanabana (Sour Sop) Brazil Gourmet, opened in Pennsylvania in 1983 and imports Brazilian products to the USA, specifically focusing on tropical fruit drinks. Will the Guanabana succeed? What is Marketing? “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational needs.” American Marketing Assn. The four Ps of Marketing Which iron weighs more? Which shirt saves you more money? Which shirt do you pay too much for? “To successfully serve the customers in your target market, you must first understand reality as your target market perceives it.” Gail Tom What do you want from life?