What is it?What is it?

Consumer

ProductMarketer

Understanding the consumer is the starting point

the process involved when

individuals or groups select,

use, or dispose of products,

services, or experiences to

satisfy needs and desires.

Problem/Need Recognition

InformationSearch

Evaluation of Alternatives

Purchase Decision

Consumption

Fee

db

ack

CONSUMER BEHAVIOUR PROCESS

Pre-purchase

Purchase

Post-purchase

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.

Why is it important to Understand Consumer Behaviour?

R. J Reynolds Eclipse cigarettes

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

                      

            Heinz introduced Blastin' Green ketchup in EZ Squirt bottles in October 2000

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

What do we need to know about Consumers to understand their behaviour?

Which iron weighs more?

Everyday low

price $24.99 On Sale

Was $34.99

Now $24.99

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