Download Introduction to PharmaSim - Southern Methodist University

PharmaSim
CONSUMER
BEHAVIOR
Consumer Product &
Brand Management
Marketing 3349
Segments Related to
Consumer Needs
 Illness

Cold, Cough, Allergy
 Symptoms

Aches, Nasal Congestion, Chest
Congestion, Cough, Allergy
 Age

Young Singles, Young Families, Mature
Families, Empty Nesters, Retired
 Day
vs. Night / Work vs. Home
Product Factors Related to
Consumer Needs

Formulation (Drives Effectiveness]


Form


4 or 12 hours
Side Effects


Capsule, Liquid, or Nasal Spray
Duration


Analgesic, Antihistamine, Decongestant, Cough
...
Drowsiness, Upset Stomach
Price to Consumer

MSRP, Volume Discount, Promo Discount,
Channels
Marketing Efficiency Index
Net Income
___________________________________
Advertising + Sales Force + Promotional
Budget
Cost
Dollars
Consumer Purchase Process
 Awareness
 Evaluation
of Alternatives
 Intention to Buy
 In-Store Attractiveness
 Purchase
 Usage / Satisfaction
 Repurchase
Awareness
 What




drives awareness?
Advertising!
Detailing
Co-op Advertising
Word of mouth (based on others’
satisfaction)
Intention to Buy
 What



drives intention to buy?
Couponing
Trial size
Advertising
How much value is the product perceived
perceived to offer, relative to competitors?
In-Store Attractiveness
 What
affects attractiveness at point-ofpurchase?




Retail Promotion
Price
Shelf Space and Location
Point-of-Purchase Displays
Is your brand losing or gaining sales based
on influences at point-of-purchase?
Purchase
 Intention
to Buy
+
 In-Store
Attractiveness
Availability May Be a Constraint
Usage / Satisfaction
Satisfaction = Realized Value - Expected Value
 Realized
Value:
How well does Allround relieve symptoms?
 Advertising ( for Credence Products)
 Perceptions from use
 Expected


Value
Advertising / Word of Mouth
Prior Experiences
Repurchase
 Intention



Satisfaction
Co-op Advertising
Couponing
 In-Store Attractiveness