Consumer Behavior Powerpoints

Consumer Behavior Powerpoints - 1 Consumer Behavior MAR...

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Unformatted text preview: 1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected] 2 Prelude: A Few Keys to Success ♦ Quality of Arguments ♦ Number of Arguments ♦ Financials as Inputs, Not Decisions – Q: Who makes the decisions? ♦ Qualitative Issues and Interpretations – Face validity ♦ Creativity 3 Case: Briam and Lang, Ltd. ♦ Case background – Current product: EradicAcid – Competitors: Biotica and Anti-Ulcer • What’s the difference? – Two new product: EradicAcid Plus and EradicAcid Extreme 4 Case: Briam and Lang, Ltd. ♦ Consumer Surveys – Ranking vs. rating • Is mean the appropriate measure of central tendency for ranking data? ♦ Assumptions – Briam and Lang can produce only one of the three formulations. – The medication will be marketed only within Australia. – Consumers will buy based on their blind preferences. – All stores will stock all three brands all of the time. • No stock outs – There are no other competitors. – No effects of price promotions, advertising, etc. 5 2 .9 0 3 .0 0 4 .0 0 2 .7 5 2 .0 0 2 .0 0 3 .5 5 4 .5 0 5 .0 0 2 .4 0 3 .0 0 3 .0 0 3 .4 0 4 .5 0 5 .0 0 Mean Median Mode 4 4 4 2 2 2 4 2 4 2 4 3 1 2 4 4 1 4 2 3 2 1 2 4 4 4 2 4 2 4 1 2 4 3 2 2 4 2 4 2 5 5 5 1 1 3 5 1 5 1 5 4 2 4 5 5 3 5 1 5 3 3 3 3 3 1 3 3 3 3 2 1 3 1 3 3 2 1 3 1 1 2 1 5 5 5 1 5 1 5 3 5 5 5 1 1 5 3 5 4 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Anti- Ulcer Biotica Eradic- Acid Ext. Eradic- Acid Plus Eradic- Acid Consum er 2 .9 0 3 .0 0 4 .0 0 2 .7 5 2 .0 0 2 .0 0 3 .5 5 4 .5 0 5 .0 0 2 .4 0 3 .0 0 3 .0 0 3 .4 0 4 .5 0 5 .0 0 Mean Median Mode 4 4 4 2 2 2 4 2 4 2 4 3 1 2 4 4 1 4 2 3 2 1 2 4 4 4 2 4 2 4 1 2 4 3 2 2 4 2 4 2 5 5 5 1 1 3 5 1 5 1 5 4 2 4 5 5 3 5 1 5 3 3 3 3 3 1 3 3 3 3 2 1 3 1 3 3 2 1 3 1 1 2 1 5 5 5 1 5 1 5 3 5 5 5 1 1 5 3 5 4 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Anti- Ulcer Biotica Eradic- Acid Ext. Eradic- Acid Plus Eradic- Acid Consum er Table 1: Consumer Rankings 6 Case: Briam and Lang, Ltd....
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This note was uploaded on 10/04/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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Consumer Behavior Powerpoints - 1 Consumer Behavior MAR...

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