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Consumer Behavior Demystified

Consumer Behavior Demystified. People buy benefits, not features! Must get to answer of “why” question Uncover emotional triggers to buying decision. Means-End Value Chain. Consumption is a means to an end Tendency is to focus on influence of attributes What are the motives for consumption?

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Consumer Behavior Demystified

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  1. Consumer Behavior Demystified • People buy benefits, not features! • Must get to answer of “why” question • Uncover emotional triggers to buying decision

  2. Means-End Value Chain • Consumption is a means to an end • Tendency is to focus on influence of attributes • What are the motives for consumption? • How should marketing communication messages be used to tap motives?

  3. Means-End Value Chain Example

  4. Laddering: Means-End Value Chain

  5. Laddering Example: Cigarettes

  6. Applying Means-End Value Chain Heartland Hockey Camp – Deerwood, MN • 29 years of operation • Cost $1000+ per week • Hasn’t heard of means-end value chain! • Construct means-end value chain for this buying decision

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