PharmaSim CONSUMER BEHAVIOR Consumer Product & Brand Management Marketing 3349
Segments Related to Consumer Needs <ul><li>Illness </li></ul><ul><ul><li>Cold,  Cough, Allergy </li></ul></ul><ul><li>Symp...
Product Factors Related to Consumer Needs <ul><li>Formulation (Drives Effectiveness] </li></ul><ul><ul><li>Analgesic, Anti...
Marketing Efficiency Index Net Income ___________________________________ Advertising  +  Sales Force  + Promotional Budge...
Consumer Purchase Process <ul><li>Awareness </li></ul><ul><li>Evaluation of Alternatives </li></ul><ul><li>Intention to Bu...
Awareness <ul><li>What drives awareness? </li></ul><ul><ul><li>Advertising! </li></ul></ul><ul><ul><li>Detailing </li></ul...
Intention to Buy <ul><li>What drives intention to buy? </li></ul><ul><ul><li>Couponing </li></ul></ul><ul><ul><li>Trial si...
In-Store Attractiveness <ul><li>What affects attractiveness at point-of-purchase? </li></ul><ul><ul><li>Retail Promotion <...
Purchase <ul><li>Intention to Buy </li></ul><ul><li>In-Store Attractiveness </li></ul>+ Availability May Be a Constraint
Usage / Satisfaction <ul><li>Realized Value: </li></ul><ul><li>How well does Allround relieve symptoms?  </li></ul><ul><ul...
Repurchase <ul><li>Intention </li></ul><ul><ul><li>Satisfaction </li></ul></ul><ul><ul><li>Co-op Advertising </li></ul></u...
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Consumer behavior

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Consumer behavior

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

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