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
Feedback
Information
Search
Pre-purchase
Evaluation of
Alternatives
Purchase Decision
Consumption
Purchase
Post-purchase
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.
Why is it important to Understand
Consumer Behaviour?
R. J Reynolds
Eclipse cigarettes
Heinz's Funky
Fries, the
chocolate,
cinnamon, sour
cream and bluecolored frozen
fries 2003
Gerber's Singles, a
variety of fruits,
vegetable and
other entrees for
adult consumers
launched in 1974
more than half of ketchup
consumers are children
Heinz introduced Blastin'
Green ketchup in EZ Squirt
bottles in October 2000
Heinz sold more than 10 million
bottles of Blastin' Green in its first
seven months
Other colors: Stellar Blue, Funky
Purple, pink, orange and teal
What do we need to know about Consumers to
understand their behaviour?
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