CHAPTER 1(Consumer Behavior and Marketing Strategy)
1
Interview 3 people who’ve recently
made big purchases, and three
who’ve recently made small
purchases. What influenced their
decisions and how?
3
Interview 3 people who’ve recently
made big purchases, and three
who’ve recently made small
purchases. What influenced their
decisions and how?
4
1. Minor price fluctuations matter less.
7
Most saw cost savings as a percent of total cost.
%8
2. Emphasis on long term value.
9
Brands with high perceived value perform better
10
3. Strong reliance on social influence
11
People look to friends “in the know”12
4. Long deliberation period
13
More money = hesitation14
Little Purchases
15
1. Price is key.
16
Many small purchases are short term, less attachment.
17
2. All things being equal, buy the brand you know.
18
(clever visual here...)
Recognized brands are safer.19
3. High likelihood of impulse.
20
The brand in the right place wins.21