PKSC 1020 Lecture Notes - Lecture 16: Campbell Soup Company, Vending Machine, Psychographic
26 Sep 2017
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Demographics: l l gender l family size cultural background l religious factors l marital status l residence l l geographic factors l education level occupation l socioeconomic status l ethnic background. Psychographics: how groups of people are motivated and how they behave, beware of poll data with moral objectives ex. ) environmental poll data doesn"t match real behavior. Consumer information: preferred purchase unit, durable good, staple item impulse item. Competitive information: package types, market share, strengths and weaknesses, unit sizes, pricing structure, sales volumes. Retail market p. 48: 30,000-40,000 items, average product has attention of consumer 7 secs or less typical consumer sees fewer than 100 leaves store with 14. 60-86% of purchase decisions make in store while facing shelf. 2 l l l l l self serve l warehouse outlets shelf displays l inspection before purchase door to door l pegboard display specialty store l vending machine sales clerks l department stores l mail orders.
