What is it?

Consumer Marketer Product Understanding the consumer is the starting point

the process involved when individuals or groups select, use, or dispose of products, services, or experiences to satisfy needs and desires.

CONSUMER BEHAVIOUR PROCESS Problem/Need Recognition Information Search Evaluation of Alternatives Purchase Decision Pre-purchase Purchase Consumption Post-purchase

What do we need to know about Consumers to understand their behaviour?

Why is it important to Understand Consumer Behaviour?

Premier Cigarettes: R.J. Reynolds (RJR Nabisco Inc., subsidiary) 1988 spent over $300 million to market its Premier Smokeless Cigarettes. Withdrawn after 5 months because smokeless cigarettes appealed to non-users-non-smokers!

Garlic Cake: Gunderson & Rosario, 1989. The product was supposed to be served as an hors d'oevre but the company forgot to mention potential usage occasions to consumers who wondered just what garlic cake is and why anyone would want to eat it?

Dr. Care: by Dairimetics, c. 1985 While the vanilla mint flavored product was advertised as easy to use and sanitary, many parents questioned the thought of letting their kids loose with an aerosol toothpaste

Heinz's Funky Fries, the chocolate, cinnamon, sour cream and blue colored frozen fries 2003 Gerber's Singles, a variety of fruits, vegetable and other entrees for adult consumers launched in 1974 Alternate Name: “I Live Alone And Eat My Meals From A Baby Food Jar “

Heinz introduced Blastin' Green ketchup in EZ Squirt bottles in October 2000

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more than half of ketchup consumers are children

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Heinz sold more than 10 million bottles of Blastin' Green in its first seven months

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Other colors: Stellar Blue, Funky Purple, pink, orange and teal

Mango Guanabana (Sour Sop) Brazil Gourmet, opened in Pennsylvania in 1983 and imports Brazilian products to the USA, specifically focusing on tropical fruit drinks. Will the Guanabana succeed?

What is Marketing?

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational needs.

Which iron weighs more?

Which shirt saves you more money?

Which shirt do you pay too much for?

“To successfully serve the customers in your target market, you must first understand reality as your target market perceives it.” Gail Tom