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Consumer Behavior PowerPoint Presentation

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eryogeshsingh

Description : Download Consumer Behavior PowerPoint Presentation Slides for your education,webinar,seminars

Tags : consumer behavior | consumer behaviour in marketing | consumer behaviour

Published on : Dec 23, 2020
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Consumer Behavior Presentation Transcript

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Copyright © 2006 Pearson Education Canada Inc. 1-2 Opening Vignettes Tim Horton’s started in 1964 Merged with Wendy’s in 1999 Has operations in several states in the US Mercedes Who is likely to be the typical buyer of Smart?

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Copyright © 2006 Pearson Education Canada Inc. 1-3 Consumer Behaviour The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.

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Copyright © 2006 Pearson Education Canada Inc. 1-4 Personal Consumer The individual who buys goods and services for his or her own use, for household use, for the use of a family member, or for a friend.

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Copyright © 2006 Pearson Education Canada Inc. 1-6 The Production Concept Assumes that consumers are interested primarily in product availability at low prices Marketing objectives: Cheap, efficient production Intensive distribution Market expansion

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Copyright © 2006 Pearson Education Canada Inc. 1-7 The Product Concept Assumes that consumers will buy the product that offers them the highest quality, the best performance, and the most features Marketing objectives: Quality improvement Addition of features Tendency toward Marketing Myopia

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Copyright © 2006 Pearson Education Canada Inc. 1-8 The Selling Concept Assumes that consumers are unlikely to buy a product unless they are aggressively persuaded to do so Marketing objectives: Sell, sell, sell Lack of concern for customer needs and satisfaction

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Copyright © 2006 Pearson Education Canada Inc. 1-9 The Marketing Concept Assumes that to be successful, a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition Marketing objectives: Profits through customer satisfaction

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Copyright © 2006 Pearson Education Canada Inc. 1-12 Segmentation, Targeting, and Positioning Segmentation: process of dividing the market into subsets of consumers with common needs or characteristics Targeting: selecting one ore more of the segments to pursue Positioning: developing a distinct image for the product in the mind of the consumer

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Copyright © 2006 Pearson Education Canada Inc. 1-13 Successful Positioning Communicating the benefits of the product, rather than its features Communicating a Unique Selling Proposition for the product

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Copyright © 2006 Pearson Education Canada Inc. 1-15 The Societal Marketing Concept All companies prosper when society prospers. Companies, as well as individuals, would be better off if social responsibility was an integral component of every marketing decision. Requires all marketers adhere to principles of social responsibility.

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Copyright © 2006 Pearson Education Canada Inc. 1-16 Digital Revolution in the Marketplace Allows customization of products, services, and promotional messages like never before Enhances relationships with customers more effectively and efficiently Has increased the power of customers and given them access to more information

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Copyright © 2006 Pearson Education Canada Inc. 1-17 Digital Revolution in the Marketplace - Continued The exchange between consumers and marketers has become more interactive May affect the way marketing is done

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Copyright © 2006 Pearson Education Canada Inc. 1-18 Changes brought on by the digital revolution Changes in segmentation strategies Re-evaluation of promotional budgets reduced impact of television? More internet-based promotion? Integrated marketing becomes critical Using off-line promotions to drive consumers to company’s website (and vice-a-versa) Continued

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Copyright © 2006 Pearson Education Canada Inc. 1-19 Changes brought on by the digital revolution - continued Revamping distribution systems Direct distribution becomes more of an option Pricing methods may need to be re-evaluated Comparison shopping made easier Consumer research methods may change How do you measure web-based promotions?

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Copyright © 2006 Pearson Education Canada Inc. 1-20 Why study consumer behaviour? Understanding consumer behaviour will help you become better marketers as it is the foundation for Segmenting markets Positioning products Developing an appropriate marketing continued

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Copyright © 2006 Pearson Education Canada Inc. 1-21 Why study consumer behaviour? Knowledge of consumer behaviour is essential for non-profit organizations Non profits have different customers to please Donors, users, volunteers, general public, government continued

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Copyright © 2006 Pearson Education Canada Inc. 1-22 Why study consumer behaviour? Public service initiatives have to be based on an understanding of consumer behaviour Canada’s largest advertiser is the federal government Most government initiatives (e.g., antismoking campaigns) need a knowledge of consumer behaviour to succeed continued

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