Analyzing Buyer Behavior
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Read the YOU DECIDE scenario and using the information, prepare a report. Be sure to provide an abstract and references if you use them. As you provide YOUR analysis of consumer and business buying behavior, be sure to include answers to the following:
1. Knowing NOW what you do about consumer behavior and purchase patterns, as shared by Kotler, what are your thoughts about the Consumer Products Proposal? Will it work? Why or why not?
2. Knowing NOW what you do about business purchasing and decision making processes within a business organization, as shared by Kotler, what are your thoughts about the Commercial Products Proposal? Will it work? Why or why not?
3. Having completed this exercise, what did you personally learn about Consumer Behavior that you did not previously know? What did you learn about Business Behavior that you did not previously know?
4. Considering this YOU DECIDE activity, what primary concept relative to purchasing behavior was the exercise trying to demonstrate?
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1. Knowing NOW what you do about consumer behavior and purchase patterns, as shared by Kotler, what are your thoughts about the Consumer Products Proposal? Will it work? Why or why not?
The consumer products proposal is not in sync with the marketing research results. Eco-friendliness was considered to be the least important faction in consumer purchase decisions. Yet, the consumer products proposal has been decided to make Eco-friendliness as an important feature and has decided to charge one and a half times the price for that feature! Further, the consumers consider price to be in important reason for purchase and the new proposal is suggesting a price increase of one and half times! This proposal will not work because the increase in prices will drive away most of the customers to its competitors. Further, since Eco-friendliness is not valued highly by customers they will not accept the eco-friendly product. Also the retailers are insisting on parity ...
Education
- BSc , University of Calcutta
- MBA, Eastern Institute for Integrated Learning in Management
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