![Product Factors Related to Consumer Needs Formulation (Drives Effectiveness] Analgesic, Antihistamine, Decongestant, Cough . . . Form Capsule, Liquid, or Nasal Spray Duration 4 or 12 hours Side Effects Drowsiness, Upset Stomach Price to Consumer MSRP, Volume Discount, Promo Discount, Channels](https://image.slidesharecdn.com/consumerbehavior-110923165147-phpapp01/85/Consumer-behavior-3-320.jpg)
Consumer behavior
- 1. PharmaSim CONSUMER BEHAVIOR Consumer Product & Brand Management Marketing 3349
- 2. Segments Related to Consumer Needs Illness Cold, Cough, Allergy Symptoms Aches, Nasal Congestion, Chest Congestion, Cough, Allergy Age Young Singles, Young Families, Mature Families, Empty Nesters, Retired Day vs. Night / Work vs. Home
- 3. Product Factors Related to Consumer Needs Formulation (Drives Effectiveness] Analgesic, Antihistamine, Decongestant, Cough . . . Form Capsule, Liquid, or Nasal Spray Duration 4 or 12 hours Side Effects Drowsiness, Upset Stomach Price to Consumer MSRP, Volume Discount, Promo Discount, Channels
- 4. Marketing Efficiency Index Net Income ___________________________________ Advertising + Sales Force + Promotional Budget Cost Dollars
- 5. Consumer Purchase Process Awareness Evaluation of Alternatives Intention to Buy In-Store Attractiveness Purchase Usage / Satisfaction Repurchase
- 6. Awareness What drives awareness? Advertising! Detailing Co-op Advertising Word of mouth (based on others’ satisfaction)
- 7. Intention to Buy What drives intention to buy? Couponing Trial size Advertising How much value is the product perceived perceived to offer, relative to competitors?
- 8. In-Store Attractiveness What affects attractiveness at point-of-purchase? Retail Promotion Price Shelf Space and Location Point-of-Purchase Displays Is your brand losing or gaining sales based on influences at point-of-purchase?
- 9. Purchase Intention to Buy In-Store Attractiveness + Availability May Be a Constraint
- 10. Usage / Satisfaction Realized Value: How well does Allround relieve symptoms? Advertising ( for Credence Products) Perceptions from use Expected Value Advertising / Word of Mouth Prior Experiences Satisfaction = Realized Value - Expected Value
- 11. Repurchase Intention Satisfaction Co-op Advertising Couponing In-Store Attractiveness