Task One

Discuss what consumer behaviour is and why it is so important.

Select one company and demonstrate how buyer behaviour affects its marketing activities in a buying situation.

Task Two

Conduct a competitive analysis for the company above by providing information about their product, sales and marketing strategies.

Task Three

*Evoked Set*

Selectfew products within same category.

a.Analyze product attribute

b.Use cut off criteria

c.Rank attributes by importance

Product Brand

Attribute 1

Attribute 2

Attribute 3

Attribute 4

Attribute 5

Information:

1. Once the evoked set is constructed, the consumer is ready to make a decision.
2. One way to make a choice is to pick product attributes that are important to him/her, then exclude all products in the set that do not meet that criteria.
3. Another way to narrow the number of choices is to use cutoffs, or minimum or maximum levels of an attribute that an alternative must have.Many times, price is an important cutoff attribute.
4. The goal of the marketing manager is to determine which attributes have the most influence on a consumer's choice, and design a marketing mix that stresses those attributes to the consumer.
5. A single attribute, such as price, may not always explain a consumer's evaluation of products.Attributes that the marketer may consider important are not always important to the consumer.
6. Brand names, such as Johnson & Johnson, have a significant impact over the choice of products.