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PharmaSim CONSUMER BEHAVIOR Advanced Marketing Management Marketing 6202 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