What is it?
Consumer Behaviour
“the process involved when
individuals or groups select,
use, or dispose of products,
services, or experiences to
satisfy needs and desires.”
Solomon et al. 2005
What are the sources of stimuli from the Smart Car?
1. Significative
2. Symbolic
3. Social
CONSUMER BEHAVIOUR PROCESS
Problem/Need
Recognition
Feedback
Information
Search
Pre-purchase
Evaluation of
Alternatives
Purchase Decision
Consumption
Purchase
Post-purchase
Consumer
Marketer
Product
Understanding the consumer is the starting point
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 $1 billion to develop & market
its Premier Smokeless Cigarettes. Priced at a 25% premium
to other cigarettes, they were withdrawn after 5 months
because smokeless cigarettes appealed to non-users-nonsmokers!
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 bluecolored 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 “
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
 May 2004, Canandaigua Wines introduce sangria in Tetra Prisma packs.
 Three years of testing have proven that the aseptic cartons are uniquely
well suited for protecting wine’s sensitive flavour profiles.
The lightweight, space-saving cartons also better differentiates
Canandaigua’s wine brands on the shelf and makes them extremely
economical to distribute, store and stock.
 November 2004 Canandaigua introduces several wine varieties in
octagonal shaped tetra packages.
Promoted as convenient, lightweight, portable and allowed where glass
is not.
“As a market leader in the wine industry,
it's very exciting to leverage our strength
by introducing another Canandaigua
brand in a unique package to many
consumers in the U.S. market.”
—Gary Glass (VP Marketing for
Canandaigua Wine Company
Are consumers ready for a juice
box-type look for wine?
What about the quality?
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.
The four Ps of Marketing
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