CHAPTER 1(Consumer Behavior and Marketing Strategy)

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Question

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Interview 3 people who’ve recently

made big purchases, and three

who’ve recently made small

purchases. What influenced their

decisions and how?

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Interview 3 people who’ve recently

made big purchases, and three

who’ve recently made small

purchases. What influenced their

decisions and how?

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Results

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BIG Purchases

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1. Minor price fluctuations matter less.

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Most saw cost savings as a percent of total cost.

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2. Emphasis on long term value.

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Brands with high perceived value perform better

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3. Strong reliance on social influence

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People look to friends “in the know”12

4. Long deliberation period

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More money = hesitation14

Little Purchases

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1. Price is key.

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Many small purchases are short term, less attachment.

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2. All things being equal, buy the brand you know.

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(clever visual here...)

Recognized brands are safer.19

3. High likelihood of impulse.

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The brand in the right place wins.21

Conclusions

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Questions?

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Thank you.

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