2.__Why_We_Buy_Class_Worksheet

2.__Why_We_Buy_Class_Worksheet - 3 Why We Buy Professor...

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CORNELL Wansink 2005© --1 1. Why Don’t They Buy ? 2. Why DO They Buy? 4. How to Implement? (4Ps) 3. Who Are They? 3. Why We Buy P rofessor Brian Wansink
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CORNELL Wansink 2005© --2 The Consumer Insights Framework
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CORNELL Wansink 2005© --3 What’s Our Customer IQ? In 2005 . . . 1. ____% 2. ____% 3. ____% 4. ____% 5. ____% 6. ____ hot dogs
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CORNELL Wansink 2005© --4 The Curse of “Me-Marketing” _ _ Emerging market issue -- $1 stores, illiterates, immigrants The Overconfidence Bias 2 We’re overconfident that we’re not being overconfident. Where does this come from? • Paid to be confident about our views • Past success -- selective memory
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CORNELL Wansink 2005© --5 General Starting Point of Behavior Factors Influencing Behavior The Buying Process Need recognition Information search Purchase decision Evaluation of alternatives Postpurchase behavior Cultural Culture Subculture Social class Social Reference groups
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2.__Why_We_Buy_Class_Worksheet - 3 Why We Buy Professor...

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