What is it?

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What is it?
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Consumer Behaviour
the process involved when individuals or groups
select, use, or dispose of products, services, or
experiences to satisfy needs and
desires. Solomon et al. 2005
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What are the sources of stimuli from the Smart
Car?

1. Significative
2. Symbolic
3. Social

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CONSUMER BEHAVIOUR PROCESS
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Understanding the consumer is the starting point
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What do we need to know about Consumers to
understand their behaviour?
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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cigarettes, they were withdrawn after 5 months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-non-smokers!
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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
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Heinz's Funky Fries, the chocolate, cinnamon,
sour cream and blue-colored 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
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• more than half of ketchup consumers are children
• 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

Heinz introduced Blastin' Green ketchup in EZ
Squirt bottles in October 2000
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• May 2004, Canandaigua Wines introduce sangria in
  Tetra Prisma packs.
• Three years of testing have proven that the
  aseptic cartons are uniquely well suited for
  protecting wines sensitive flavour profiles.
• The lightweight, space-saving cartons also better
  differentiates Canandaiguas 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?

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Guanabana (Sour Sop)
Mango
Brazil Gourmet, opened in Pennsylvania in 1983
and imports Brazilian products to the USA,
specifically focusing on tropical fruit drinks.
Will the Guanabana succeed?
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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.
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The four Ps of Marketing
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Which iron weighs more?
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On Sale Was 34.99 Now 24.99
Everyday low price 24.99
Which shirt saves you more money?
Which shirt do you pay too much for?
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To successfully serve the customers in your
target market, you must first understand reality
as your target market perceives it.
Gail Tom
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