ba 206 c8 lpc+ ppt[1]

ba 206 c8 lpc+ ppt[1] - Final Consumers with a Little Dry...

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Final Consumers with a Little Dry Rub MAY 2007 BA 206 3700 Basic Marketing Chapter 8 L.P. Chew
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Copyright Atomic Dog Publishing, 2002 Chapter 8 Objectives To show the importance and scope of consumer analysis To define and enumerate important consumer demographics for the U.S. population and other countries To show why consumer demographic analysis is not sufficient in planning marketing programs To define and describe consumer lifestyles and their characteristics, examine selected lifestyles, and consider the limitations of consumer lifestyle analysis To define and describe the final consumer’s decision process and consider the limitations of consumer decision-making analysis
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Copyright Atomic Dog Publishing, 2002 The Final Consumer’s Decision Process Stimulus Sociocultural, Social and Psychological Factors Inferred Influences Demographics Problem Awareness Information Search Evaluation of Alternatives Purchase Post-Purchase Behavior Demographics, Marketing mix, Situational factors- Directly Observable Influences
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Copyright Atomic Dog Publishing, 2002 Consumer Analysis Is Crucial in the Diverse Global Marketplace Consumer Analysis includes the study of: (POPAI)- WHO IS SHE!!!! Who buys? Who buys? What do they buy? What do they buy? Why do they buy? Why do they buy? How do they make decisions to How do they make decisions to buy? buy? When do they buy? When do they buy? Where do they buy? Where do they buy? How do often they buy? How do often they buy?
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Copyright Atomic Dog Publishing, 2002 Two Types of Consumers: Final Consumers Final consumers Final consumers buy for personal, family, or household use. They make purchases as individuals. They use both disposable and discretionary income .
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Copyright Atomic Dog Publishing, 2002 Two Types of Consumers: Organizational Consumers Organizational Organizational consumers consumers buy for: Use in operations Further production, and/ or Resale to other consumers Ben & Jerry’s Ice Cream
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Copyright Atomic Dog Publishing, 2002 Consumer Demographics: are objective, descriptive and quantifiable population characteristics are easy to identify, collect, measure, and analyze show diversity around the globe
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Copyright Atomic Dog Publishing, 2002 Consumer Demographic Profile By examining various demographic factors, a firm can form a consumer consumer demographic profile demographic profile. This is a demographic composite of a consumer group. Marketers can pinpoint both attractive and declining opportunities.
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Copyright Atomic Dog Publishing, 2002 Factors Determining a Consumer’s Demographic Profile Let’s Apply in Chicago & Love Boat! Age-Over 65 Gender Location Housing Mobility Income Occupation Education Marital Status Ethnicity/Race Subculture Expenditures Heavy-Windsurfing, Chicago Voting, Banking, Beauty, Cruising Consumer’s Consumer’s Demographic Demographic Profile Profile
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Copyright Atomic Dog Publishing, 2002 Factors Determining a Consumer’s Demographic Profile Let’s Apply in Chicago & Love Boat!
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ba 206 c8 lpc+ ppt[1] - Final Consumers with a Little Dry...

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