Consumer Behavior Powerpoints - Consumer Behavior MAR 3503...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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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
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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
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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.
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5 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 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 Anti- Ulcer Biotica Eradic- Acid Ext. Eradic- Acid Plus Eradic- Acid Consum er Table 1: Consumer Rankings
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6 Case: Briam and Lang, Ltd. Objectives: Assess Why We are Losing Share Understand the Data Estimate Sales and Shares Numbers as Inputs, but Not Decisions
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7 Why are We Losing Share? Preference Changes Over Time 0 1 2 3 4 5 6 7 8 9 1 0 0 1 2 3 4 5 6 7 8 9 P r e f e r e n c e F o r A n t i - B i o t i c s Years
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8 Why are We Losing Share? (cont.) If preferences for anti-biotics are increasing over time, then . . .
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