Module01&02 Introduction

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Introduction toIntroduction toIntroduction toIntroduction to

ConsumerConsumerConsumerConsumer BehaviourBehaviourBehaviourBehaviour

What, Why & HowWhat, Why & HowWhat, Why & HowWhat, Why & How

Introduction toIntroduction toIntroduction toIntroduction toConsumerConsumerConsumerConsumer BehaviourBehaviourBehaviourBehaviour

What, Why & HowWhat, Why & HowWhat, Why & HowWhat, Why & How

Consumer Behaviour

Module 01 & 02

Consumer Behaviour

Module 01 & 02



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ConsumerConsumerConsumerConsumer vsvsvsvs CustomerCustomerCustomerCustomerConsumerConsumerConsumerConsumer vsvsvsvs CustomerCustomerCustomerCustomer

• Consumer is the generic term to

indicate the user of a particular type ofproduct

• Customer is the consumer who uses

the product of a company– In practice, both these terms are

used interchangeably

– Our objective here is to study how

and why consumers purchaseproducts of certain nature

• Consumer is the generic term to

indicate the user of a particular type ofproduct

• Customer is the consumer who uses

the product of a company– In practice, both these terms are

used interchangeably

– Our objective here is to study how

and why consumers purchaseproducts of certain nature



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The Purpose of BusinessThe Purpose of BusinessThe Purpose of BusinessThe Purpose of BusinessThe Purpose of BusinessThe Purpose of BusinessThe Purpose of BusinessThe Purpose of Business

• There is only one valid definition of

business purpose ; To create Customers• What the business thinks it produces is

not of importance

• What the customer thinks he is buying,what he considers as Value, is Decisive

• It determines what a business is, what it

produces and whether it will prosperPeter Drucker

• There is only one valid definition of

business purpose ; To create Customers• What the business thinks it produces is

not of importance

• What the customer thinks he is buying,what he considers as Value, is Decisive

• It determines what a business is, what it

produces and whether it will prosperPeter Drucker



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Concepts of Creating CustomersConcepts of Creating CustomersConcepts of Creating CustomersConcepts of Creating CustomersConcepts of Creating CustomersConcepts of Creating CustomersConcepts of Creating CustomersConcepts of Creating Customers

• Production Concept

• Product Concept

• Selling Concept

• Marketing Concept

• Production Concept

• Product Concept

• Selling Concept

• Marketing Concept



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Production ConceptProduction ConceptProduction ConceptProduction ConceptProduction ConceptProduction ConceptProduction ConceptProduction Concept

• The production concept is characterized as theconcept used by Henry Ford in the early 1900s.Ford produced a car for $850 in an era when only

the wealthy could afford a car. The assembly lineconcept allowed him to reduce the price to $360.• Because of Ford’s products, Americans developed

the nation’s extensive highway system and,eventually, suburbs and their adjacent shoppingmalls.– The production concept assumes that consumers

are mostly interested in product availability at lowprices.

– Implicit marketing objectives are cheap, efficientproduction, and intensive distribution systems.

– This concept makes sense when consumers aremore interested in obtaining the product thanthey are in specific features.

• The production concept is characterized as theconcept used by Henry Ford in the early 1900s.Ford produced a car for $850 in an era when only

the wealthy could afford a car. The assembly lineconcept allowed him to reduce the price to $360.• Because of Ford’s products, Americans developed

the nation’s extensive highway system and,eventually, suburbs and their adjacent shoppingmalls.– The production concept assumes that consumers

are mostly interested in product availability at lowprices.

– Implicit marketing objectives are cheap, efficientproduction, and intensive distribution systems.

– This concept makes sense when consumers aremore interested in obtaining the product thanthey are in specific features.





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Selling ConceptSelling ConceptSelling ConceptSelling ConceptSelling ConceptSelling ConceptSelling ConceptSelling Concept

• The selling concept is a natural extension of theproduction and product concepts. In this concept,

marketing’s primary focus is selling the product(s)that it has unilaterally decided to produce.

• A hard sell approach is often used to persuadeconsumers to buy something (even if they do not

really want it).• A negative of this concept is that consumers may not

return for repeat sales because they may not havewanted the product to begin with.

• This approach is typically used by the marketers ofunsought goods (such as life insurance).

• The selling concept is a natural extension of theproduction and product concepts. In this concept,

marketing’s primary focus is selling the product(s)that it has unilaterally decided to produce.

• A hard sell approach is often used to persuadeconsumers to buy something (even if they do not

really want it).• A negative of this concept is that consumers may not

return for repeat sales because they may not havewanted the product to begin with.

• This approach is typically used by the marketers ofunsought goods (such as life insurance).



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Marketing ConceptMarketing ConceptMarketing ConceptMarketing ConceptMarketing ConceptMarketing ConceptMarketing ConceptMarketing Concept

• The field of consumer behavior is rooted in a marketing strategythat evolved in the late 1950s

• Instead of trying to persuade customers to buy what the firm hadalready produced, marketing-oriented firms found that it was alot easier to produce only products they had first confirmed,through research, that consumers wanted.– This consumer-oriented concept came to be known as the

marketing concept.– Consumer needs and wants became the firm’s primary

focus.• The key assumption: To be successful, a company must

determine the needs and wants of specific target markets anddeliver the desired satisfactions better than the competition.

• The marketing concept is based on the premise that a marketer

should make what it can sell, instead of trying to sell what it hasmade.– The older selling concept focused on the needs of the

seller.– The marketing concept focuses on the needs of the buyer.

• The field of consumer behavior is rooted in a marketing strategythat evolved in the late 1950s

• Instead of trying to persuade customers to buy what the firm hadalready produced, marketing-oriented firms found that it was alot easier to produce only products they had first confirmed,through research, that consumers wanted.– This consumer-oriented concept came to be known as the

marketing concept.– Consumer needs and wants became the firm’s primary

focus.• The key assumption: To be successful, a company must

determine the needs and wants of specific target markets anddeliver the desired satisfactions better than the competition.

• The marketing concept is based on the premise that a marketer

should make what it can sell, instead of trying to sell what it hasmade.– The older selling concept focused on the needs of the

seller.– The marketing concept focuses on the needs of the buyer.





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Marketing ProcessMarketing ProcessMarketing ProcessMarketing ProcessMarketing ProcessMarketing ProcessMarketing ProcessMarketing Process

• Analyse

– Customer, Company, Competitors,collaborators, Context – SWOT,Market Research etc

• Strategise

– Segmentation, Targeting, Positioning• Penetrate

– Product, Promotion, Place, Pricing –Marketing Mix

• Consolidate– Customer acquisition, Customer

Retention – Brand Equity

• Analyse

– Customer, Company, Competitors,collaborators, Context – SWOT,Market Research etc

• Strategise

– Segmentation, Targeting, Positioning• Penetrate

– Product, Promotion, Place, Pricing –Marketing Mix

• Consolidate– Customer acquisition, Customer

Retention – Brand Equity



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Consumer ResearchConsumer ResearchConsumer ResearchConsumer ResearchConsumer ResearchConsumer ResearchConsumer ResearchConsumer Research

• Consumer

behavior

• You, the

sellermust beable todetermine

• Consumer

behavior

• You, the

sellermust beable todetermine

• The set of actions that make upan individual's consideration,purchase and use of productsand services.

• Includes the purchase as well asconsumption of the products andservices.

• What is motivating the customerto buy.

• This enables you to convertfeatures into benefits for thatparticular individual

• In which step of the purchase

decision process is the buyer.

• The set of actions that make upan individual's consideration,purchase and use of products

and services.• Includes the purchase as well as

consumption of the products andservices.

• What is motivating the customerto buy.

• This enables you to convertfeatures into benefits for thatparticular individual

• In which step of the purchase

decision process is the buyer.



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Purchasing Decision ProcessPurchasing Decision ProcessPurchasing Decision ProcessPurchasing Decision ProcessPurchasing Decision ProcessPurchasing Decision ProcessPurchasing Decision ProcessPurchasing Decision Process

Problem Recognition

(motive arousal)

Post Purchase Behaviour

Search for

InformationInternal Search

•Habitual

•Routine

External Search

•Extended

•Limited

Evaluation of Alternatives

The Purchase Decision



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Problem RecognitionProblem RecognitionProblem RecognitionProblem RecognitionProblem RecognitionProblem RecognitionProblem RecognitionProblem Recognition

• May occur when the consumer receives

information from advertising or from conversationwith friends that causes awareness of a need.

• In consultative selling sometimes hinges on theseller's ability to uncover a need.

• May occur when the consumer re-evaluates thecurrent situation and perceives an area of void ordissatisfaction.

• No matter what kind of need exists some

prospects do not consciously recognize it until theseller brings it out into the open.

• May occur when the consumer receives

information from advertising or from conversationwith friends that causes awareness of a need.

• In consultative selling sometimes hinges on theseller's ability to uncover a need.

• May occur when the consumer re-evaluates thecurrent situation and perceives an area of void ordissatisfaction.

• No matter what kind of need exists some

prospects do not consciously recognize it until theseller brings it out into the open.



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Search for InformationSearch for InformationSearch for InformationSearch for InformationSearch for InformationSearch for InformationSearch for InformationSearch for Information

• Limited by

–Time and cost.

–Experience and urgency.

–Value of purchase.

–Risk involved in the purchase

• Limited by

–Time and cost.

–Experience and urgency.

–Value of purchase.

–Risk involved in the purchase



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Internal InfluencesInternal InfluencesInternal InfluencesInternal InfluencesInternal InfluencesInternal InfluencesInternal InfluencesInternal Influences

• Needs and motives

• Personality

• Perception• Consumer learning & knowledge

• Attitudes

• Needs and motives

• Personality

• Perception• Consumer learning & knowledge

• Attitudes



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External InfluencesExternal InfluencesExternal InfluencesExternal InfluencesExternal InfluencesExternal InfluencesExternal InfluencesExternal Influences

• Culture

• Subculture

• Family Life Cycle

• Social Class

• Culture

• Subculture

• Family Life Cycle

• Social Class



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Information SearchInformation SearchInformation SearchInformation SearchInformation SearchInformation SearchInformation SearchInformation Search

• Family, friends,

neighbors

• Advertising,salespeople

• Mass Media,Consumer-ratinggroups

• Handling the product• Examining the product• Using the product

• Family, friends,neighbors

• Advertising,salespeople

• Mass Media,Consumer-ratinggroups

• Handling the product• Examining the product• Using the product

Personal Sources

Commercial Sources

Public Sources

Experiential Sources



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Evaluation of AlternativesEvaluation of AlternativesEvaluation of AlternativesEvaluation of AlternativesEvaluation of AlternativesEvaluation of AlternativesEvaluation of AlternativesEvaluation of Alternatives

–Evoked Set is the list of alternatives

–Salient attributes are used to

evaluate products.–Determinate attributes are motives

used to make a decision.

–Evoked Set is the list of alternatives

–Salient attributes are used to

evaluate products.–Determinate attributes are motives

used to make a decision.



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Purchasing DecisionPurchasing DecisionPurchasing DecisionPurchasing DecisionPurchasing DecisionPurchasing DecisionPurchasing DecisionPurchasing Decision

• Several alternatives may seem equallyacceptable;

• Can be made easier by a professional seller

• Involves a set of related decisions.

• Decision criteria– Tangible features of the product.

– Financial considerations such as price,discounts, credit policies, etc.

– Intangible factors: reputation, pastperformance of the seller, possible deliverydates, etc.

• Several alternatives may seem equallyacceptable;

• Can be made easier by a professional seller

• Involves a set of related decisions.

• Decision criteria– Tangible features of the product.

– Financial considerations such as price,discounts, credit policies, etc.

– Intangible factors: reputation, pastperformance of the seller, possible deliverydates, etc.



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Levels of Consumer Decision MakingLevels of Consumer Decision MakingLevels of Consumer Decision MakingLevels of Consumer Decision MakingLevels of Consumer Decision MakingLevels of Consumer Decision MakingLevels of Consumer Decision MakingLevels of Consumer Decision Making

• Complex Decision Making or

Extensive Problem Solving Model• Low Involvement Decision Making orLimited Problem Solving Model

• Routinised Response Behaviour

• Complex Decision Making orExtensive Problem Solving Model

• Low Involvement Decision Making orLimited Problem Solving Model

• Routinised Response Behaviour



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Four views of consumerFour views of consumerFour views of consumerFour views of consumer

decision makingdecision makingdecision makingdecision making

Four views of consumerFour views of consumerFour views of consumerFour views of consumer

decision makingdecision makingdecision makingdecision making

• Economic

• Passive

• Cognitive• Emotional

• Economic

• Passive

• Cognitive• Emotional



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PostPostPostPost−−−−purchase Evaluationpurchase Evaluationpurchase Evaluationpurchase EvaluationPostPostPostPost−−−−purchase Evaluationpurchase Evaluationpurchase Evaluationpurchase Evaluation

• Cognitive Dissonance aka "Buyers Remorse“- post-purchase anxiety

– Depends upon the importance of thedecision and the attractiveness of rejectedalternatives.

• Minimize this anxiety

– By selling products that meet needs,– By reinforcing the buyer's belief that the

right decision was made– By demonstrating the capabilities and

quality of the product,– By post purchase follow-up to be sure that

deliveries are prompt, quantities arecorrect, and the product is functioning as

expected.

• Cognitive Dissonance aka "Buyers Remorse“- post-purchase anxiety

– Depends upon the importance of thedecision and the attractiveness of rejectedalternatives.

• Minimize this anxiety

– By selling products that meet needs,– By reinforcing the buyer's belief that the

right decision was made– By demonstrating the capabilities and

quality of the product,– By post purchase follow-up to be sure that

deliveries are prompt, quantities arecorrect, and the product is functioning asexpected.



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Model of Consumer BehaviorModel of Consumer BehaviorModel of Consumer BehaviorModel of Consumer BehaviorModel of Consumer BehaviorModel of Consumer BehaviorModel of Consumer BehaviorModel of Consumer Behavior

Marketing & Other Stimuli

Buyer’s Black Box

Buyer’s Response

Product ChoiceBrand ChoiceDealer Choice

Purchase TimingPurchase Amount



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Business Value ChainBusiness Value Chain

Shareholder Value

Shareholder Value

MarketPerformance

MarketPerformance

CustomerMindset

CustomerMindset

MarketingProgram

Investment

MarketingProgram

Investment

MarketMultiplier

MarketMultiplier

ConsumerMultiplier

ConsumerMultiplier

ProgramMultiplier

ProgramMultiplier

VALUE STAGESVALUE STAGES

- Product- Communications- Trade- Employee

- Other

- Product- Communications

- Trade- Employee

- Other

- Awareness- Associations- Attitudes- Attachment

- Activity

- Awareness- Associations- Attitudes- Attachment

- Activity

- Price premiums- Price elasticity- Market share- Expansion success- Cost structure

- Profitability

- Price premiums- Price elasticity- Market share- Expansion success- Cost structure

- Profitability

- Stock price- P/E ratio- Market capitalization

- Stock price- P/E ratio- Market capitalization

FILTERSFILTERS

- Clarity- Relevance- Distinctiveness- Consistency

- Clarity- Relevance- Distinctiveness- Consistency

- Channel support- Consumer size and profile- Competitive reactions

- Channel support- Consumer size and profile- Competitive reactions

- Market dynamics- Growth potential- Risk profile- Brand contribution

- Market dynamics- Growth potential- Risk profile- Brand contribution





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The consumer research processThe consumer research processThe consumer research processThe consumer research processThe consumer research processThe consumer research processThe consumer research processThe consumer research process

• Developing research objectives

• Collecting secondary data

• Designing primary research

• Data analysis and• Reporting research findings

• Developing research objectives

• Collecting secondary data

• Designing primary research

• Data analysis and• Reporting research findings





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Situational ElementsSituational ElementsSituational ElementsSituational ElementsSituational ElementsSituational ElementsSituational ElementsSituational Elements

• Physical surroundings

• Social surroundings

• Time• Task definition

• Antecedent states

• Physical surroundings

• Social surroundings

• Time• Task definition

• Antecedent states



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Physical SurroundingsPhysical SurroundingsPhysical SurroundingsPhysical SurroundingsPhysical SurroundingsPhysical SurroundingsPhysical SurroundingsPhysical Surroundings

• . . .are the

concrete physicaland spatial aspectsof the environment

that encompass aconsumer activity.

• . . .are the

concrete physicaland spatial aspectsof the environment

that encompass aconsumer activity.



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Effects of Music on ShoppersEffects of Music on ShoppersEffects of Music on ShoppersEffects of Music on ShoppersEffects of Music on ShoppersEffects of Music on ShoppersEffects of Music on ShoppersEffects of Music on Shoppers

• In a supermarket store study sales increased

daily by 38% when slower music was played.• A restaurant study found when slow musicwas played, liquor sales increased.

– Playing peppy music while on hold orwaiting in line doesn’t make time pass morequickly.

– Louder music increases “pace of events” perception but raises estimates of time

durations.

• In a supermarket store study sales increased

daily by 38% when slower music was played.• A restaurant study found when slow musicwas played, liquor sales increased.

– Playing peppy music while on hold orwaiting in line doesn’t make time pass morequickly.

– Louder music increases “pace of events” perception but raises estimates of time

durations.



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The Effects of CrowdingThe Effects of CrowdingThe Effects of CrowdingThe Effects of CrowdingThe Effects of CrowdingThe Effects of CrowdingThe Effects of CrowdingThe Effects of Crowding

• Density - how closely packed people are (i.e., the

physical arrangements of people in a space).• Crowding - the unpleasant feelings that peopleexperience when they perceive that densities are toohigh and that their control of the situation has been

reduced to unacceptable levels.• High-density situations may be beneficial -

– More perceived control in bar study, less in bank study.

– In “fun” situations, density enhances pleasure.

• There is usually an optimal level of density.• Other elements (time, convenience) as important for

shopping behavior.

• Density - how closely packed people are (i.e., the

physical arrangements of people in a space).• Crowding - the unpleasant feelings that peopleexperience when they perceive that densities are toohigh and that their control of the situation has been

reduced to unacceptable levels.• High-density situations may be beneficial -– More perceived control in bar study, less in bank study.

– In “fun” situations, density enhances pleasure.

• There is usually an optimal level of density.• Other elements (time, convenience) as important for

shopping behavior.





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Store LayoutStore LayoutStore LayoutStore Layout

. . . is the physical organization of a store

that creates specific traffic patterns, assistsretailers in the presentation ofmerchandise, and helps create a particularatmosphere.

Store Atmospheric refers to how managersmanipulate the design of the building,interior space, layout of aisles, texture ofcarpets and walls, scents, colors, shapes,

and sounds experienced by customers toachieve a certain effect.



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Olfactory CuesOlfactory CuesOlfactory CuesOlfactory Cues

• Shoppers perceive higher quality

goods in scented stores.• Odors should be consistent with store

offerings.• These cues are expensive tomaintain.



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Social SurroundingsSocial SurroundingsSocial SurroundingsSocial SurroundingsSocial SurroundingsSocial SurroundingsSocial SurroundingsSocial Surroundings

. . . deals withthe effects of

other people ona consumer in aconsumption

situation.

. . . deals withthe effects of

other people ona consumer in aconsumption

situation.



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The Task DefinitionThe Task DefinitionThe Task DefinitionThe Task DefinitionThe Task DefinitionThe Task DefinitionThe Task DefinitionThe Task Definition

. . . the situational reasons for buying or

consuming a product or service at aparticular time and place.

• Usage situations form the context inwhich a product is used and influencethe product characteristics sought by

a consumer.

. . . the situational reasons for buying or

consuming a product or service at aparticular time and place.

• Usage situations form the context inwhich a product is used and influencethe product characteristics sought by

a consumer.



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OccasionOccasionOccasionOccasion−−−−BasedBasedBasedBased

Marketing OpportunitiesMarketing OpportunitiesMarketing OpportunitiesMarketing Opportunities

OccasionOccasionOccasionOccasion−−−−BasedBasedBasedBased

Marketing OpportunitiesMarketing OpportunitiesMarketing OpportunitiesMarketing Opportunities

• Sometimes a product

is locked into oneusage situation,limiting market

potential.• Consumers may

come to consider theproduct inappropriatefor all other situations.

• Sometimes a product

is locked into oneusage situation,limiting market

potential.• Consumers maycome to consider theproduct inappropriate

for all other situations.



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Time as a SituationalTime as a SituationalTime as a SituationalTime as a Situational

VariableVariableVariableVariable

Time as a SituationalTime as a SituationalTime as a SituationalTime as a Situational

VariableVariableVariableVariable

• How much time a consumer has available to do a

task influences the buying strategy used to selectand purchase the product.

• With limited time, there is less information search.

• Time Differences Are Influenced by Culture...

– Linear Separable. There is a past, present,future. The future is expected to be better: theidea of “progress”. Activities are a means to anend.

– Circular Traditional. The future is like thepresent. Do today only what has to be donetoday. Time and money aren’t related.

– Procedural Traditional. Task Orientation.Meetings take as long as necessary.

• How much time a consumer has available to do a

task influences the buying strategy used to selectand purchase the product.

• With limited time, there is less information search.

• Time Differences Are Influenced by Culture...

– Linear Separable. There is a past, present,future. The future is expected to be better: theidea of “progress”. Activities are a means to anend.

– Circular Traditional. The future is like thepresent. Do today only what has to be donetoday. Time and money aren’t related.

– Procedural Traditional. Task Orientation.Meetings take as long as necessary.



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Time as a ProductTime as a ProductTime as a ProductTime as a ProductTime as a ProductTime as a ProductTime as a ProductTime as a Product

• Many Purchases Are Made to Buy Time

–The “time-buying consumer” is aconsumer who engages in buyingtime through these products

–Time-saving qualities are a keypromotional idea

–Time can act as a product attribute

• Many Purchases Are Made to Buy Time–The “time-buying consumer” is a

consumer who engages in buyingtime through these products

–Time-saving qualities are a keypromotional idea

–Time can act as a product attribute



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GiftGiftGiftGift−−−−Giving MotivationsGiving MotivationsGiving MotivationsGiving MotivationsGiftGiftGiftGift−−−−Giving MotivationsGiving MotivationsGiving MotivationsGiving Motivations

Voluntary

Obligatory

Low High

Altruism Reciprocity

creation

Ritual

obligation

Love,

friendship

Degree of Self-Interest

Gift

Type



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Gift Behavior and GenderGift Behavior and GenderGift Behavior and GenderGift Behavior and GenderGift Behavior and GenderGift Behavior and GenderGift Behavior and GenderGift Behavior and Gender

• Women start shopping earlier for

Christmas (October vs. November)• Spend more time shopping/gift (2.4

vs. 2.1 hours)• Are more successful (fewer of their

gifts are exchanged)

• But men spend 50% more/gift.

• Women start shopping earlier for

Christmas (October vs. November)• Spend more time shopping/gift (2.4

vs. 2.1 hours)

• Are more successful (fewer of theirgifts are exchanged)

• But men spend 50% more/gift.



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Antecedent StatesAntecedent StatesAntecedent StatesAntecedent StatesAntecedent StatesAntecedent StatesAntecedent StatesAntecedent States

. . . are the temporary physiological and

mood states that a consumer brings to aconsumption situation.–Physiological State: Hunger.

–Mood State: Happy feelings• Can lead to problem recognition.

• Can change the “feeling” component

of hierarchy of effects• Mood states influence behavior, e.g.

shopping to alleviate loneliness.

. . . are the temporary physiological and

mood states that a consumer brings to aconsumption situation.–Physiological State: Hunger.

–Mood State: Happy feelings• Can lead to problem recognition.

• Can change the “feeling” component

of hierarchy of effects• Mood states influence behavior, e.g.

shopping to alleviate loneliness.

U S PU S PU S PU S PUs S P sUs S P sUs S P sUs S P s



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Usage Situation, Person, andUsage Situation, Person, andUsage Situation, Person, andUsage Situation, Person, and

Product InteractionsProduct InteractionsProduct InteractionsProduct Interactions

Usage Situation, Person, andUsage Situation, Person, andUsage Situation, Person, andUsage Situation, Person, and

Product InteractionsProduct InteractionsProduct InteractionsProduct Interactions

The Buying Act Results From

Interactions That Occur Among…

–Consumption situations

–Characteristics of the buyingunit/person

–The product or service beingoffered

The Buying Act Results From

Interactions That Occur Among…

–Consumption situations

–Characteristics of the buyingunit/person

–The product or service beingoffered

M IM IM IM IManagerial Implications ofManagerial Implications ofManagerial Implications ofManagerial Implications of



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Managerial Implications ofManagerial Implications ofManagerial Implications ofManagerial Implications of

Situational FactorsSituational FactorsSituational FactorsSituational Factors

Managerial Implications ofManagerial Implications ofManagerial Implications ofManagerial Implications of

Situational FactorsSituational FactorsSituational FactorsSituational Factors

• Positioning. Situational variables offer

multiple opportunities for positioning.• Research. May indicate which situationspresent opportunities for new products.

• Marketing Mix. Firms may be able to

present time-saving attributes as a tradeofffor a higher price.

• Segmentation. An increase in the femalework force presents opportunities tomarket to the segment of males doingmore of their own shopping.

• Positioning. Situational variables offermultiple opportunities for positioning.

• Research. May indicate which situationspresent opportunities for new products.

• Marketing Mix. Firms may be able to

present time-saving attributes as a tradeofffor a higher price.• Segmentation. An increase in the female

work force presents opportunities tomarket to the segment of males doingmore of their own shopping.

Documents

Module01&02 Introduction