This website uses cookies to ensure you have the best experience. Learn more

Consumer Behaviour Case Bayer Ibuprofen Essay

1049 words - 4 pages

Case: Bayer ibuprofenConsumer behaviour# 1 what is Bayer aspirin's current product position?Bayer aspirin current product position is nonprescription analgesic pills.According to the text, in competition in the analgesics market, Bayer aspirin dominated the aspirin market for many years. In recent year, acetaminophen and ibuprofen-based pain relievers have taken over much of the market. By 1995, Bayer had less than 5% of the analgesics market.# 2 what are the benefits and risks..........this?BenefitsSince Bayer has good reputation, they have the potential for high levels of brand equity. Because brand equity is based on the product position of the brand, consumers who prefer Bayer's brand may assume that, new Ibuprofen of Bayer will have the same favorable features as their existing products. For example I use the Tylenol most of time. eg, Tylenol for headache, toothache, flu, sinus etc I feel Tylenol has strength to pain reliever than other pain killer. If Tylenol introduce new product eg, Tylenol for especially back pain or for other any symptoms, I will try them.RisksFailure of new product can hurt all the products with the same brand name. Consumer generalizes bad outcomes as well as good ones. If consumers feel new Bayer ibuprofen doesn't have strength than other brand they won't trust Bayer's other existing product any more.Another risk is, there are lots of competitors in ibuprofen market eg, Advil, Motrin which are popular and are attempting to mentioning their brand through numerous advertising strategy. Bayer may have to face difficulties in competing with them.Should Bayer do this?Yes they should do this because the Bayer has its own reputation & strong positive image in the aspirin market. Their new product ibuprofen- based analgesic fits with the original product Bayer aspirin eg; the new ibuprofen can be used instead of the aspirin (substitute)# 3 if it proceeds....... Use? If it proceeds they may want consumers to learn about what the new features and benefits has added in their new ibuprofen which their aspirin doesn't has. As well as they need to aware customer that their new ibuprofen has some new features or benefits, which other competitors brand do not have eg, pain relief faster, more strength, different flavor or taste, low risk for heart comparing to the other brands Advil, Motrin Tylenol etc.They should use following learning principles:Conditioning learningUsing such as operant conditioning - eg, distribute some free samples through the mail, at grocery store and retail, $2 off, discount, rebate such as buy one and take other in 50% off, rebate. Many consumer like free sample if they satisfy with free sample they will purchase in the future.Using classical conditioning- eg consistently advertising in TV program which wCognitive learning Using advertisement that encourages consumers to imagine the feelings and experience of using new ibuprofen.# 4 develop ad or series.........Ad for TVIn...

Find Another Essay On Consumer behaviour case- Bayer ibuprofen

Attitude and Behaviour, which comes first?

2401 words - 10 pages Nowadays, these are some experts argue that attitudes and behaviour, which one comes first? This topic is very important for people who are studying in Marketing, because they can easy to target the market, when they understand it. This essay will discuss this debate critically with reference to the literature in this area of consumer behaviours. Furthermore, it will give which side of the debate I agree with and explain why.Attitudes are

The economic and social drives of the wedding industry

988 words - 4 pages Makens (2006) and the consumer decision process. Looking in detail the 5 different steps required in order to analyse a consumers spending behaviour and what influences them. The other part of this project is to look into the social influences and the theory provided by Schiffman and Kanuk (2007), which investigates different factors which influence a variety of decision processes. Using weddings as the main case study for this project, it

Role of Social Media in Pharmaceutical Marketing

1514 words - 6 pages death. FDA further asked the pharmaceutical companies to provide consumer with benefits and risks. In 2011, Facebook released wall to general consumer to comment on products of these companies. Despite the fact that companies will have more interaction with consumers, many companies became frightened of listing of side effects and eventually left Facebook. Furthermore, pharmaceutical companies like Abbott, Novartis, GSK, Bayer, and AstraZeneca

Predicting Behavior by Attitudes

1508 words - 6 pages . However, the model assumes that all relevant attributes have been specified, which may not be the case and also assumes that the consumer will go through the process of weighing and summing all relevant attributes, which is highly involving and doesn't allow for an overall affective response. In many cases knowledge of a person's attitude is not a very good predictor of behaviour. Many studies have obtained a very low

The Influence of Personality and Attitude on Consumers Behaviour

1812 words - 7 pages the following concepts to personality: purchasing behaviour, product choice, social influence, opinion leadership, attitude change, risk-taking and last media choice. Unlike personality, attitudes are learned and thus can it change. Attitude might drive a consumer toward or drive them away form a particular behaviour (Shiffman & Kanuk, 2010:247). According to Shiffman and Kanuk (2010:246) and Rousseau (2007:194) attitude are defined as follows

This essay is a case analysis of consumer satisfaction with regards to travel to New Zealand, and the reasons and rationale surround this

1794 words - 7 pages In past decades consumer satisfaction has not been an intense focus of consumer behaviour research. Once products were purchased, producers adopted an 'out of sight, out of mind' approach to marketing. In the recent post-decision period, a whole new field of consumer behaviour science has opened up investigating such things as consumer decision-making dissonance and product disposal. A keen understanding of consumer satisfaction has become

The Global Financial Crisis

1000 words - 4 pages The global financial crisis has brought wide-ranging changes to consumer spending behaviour and consumption patterns throughout the world with the economic downturn impacting on the spending and purchasing power of people. The findings of a study conducted by Booz and Company in 2008 on consumer spending behaviour revealed that, firstly, the unprecedented confluence of the dramatic rise in oil prices, the substantial deterioration of housing

Enhancing employee performance through effective human resource management

1900 words - 8 pages External factors are characterized in two groups. The first being one's culture, family, or reference group, and the second being environmental and situational factors. These external factors although seemingly adventitious by title have great influence on the behaviour of consumers. Their effect is the "total environment" that Holloway refers to in which consumer behaviour theories exist (155). Like all sciences, consumer behaviour theories are

People Have the Right to Know What They Are Eating; Labeling GMOs is Necessary

1027 words - 5 pages to extensively test their products and assure that they are safe to consume. If European countries can successfully label all market products containing GMOs, the U.S. should also be able to. Are food manufacturers trying to hide the health risks of consuming GMOs by not labeling their products? Biotechnology companies that produce GMOs including Monsanto, Bayer, and Dupont look to be doing so. These companies spent millions to fight the

Maslow's Essay

1293 words - 5 pages water first. (B.Poston. An Exercise in Person Exploration: Maslow’s Hierarchy of Needs). Maslow argued that, as in the case of the animal, humans would place a higher priority on satisfying more basic needs before moving up the pyramid. Consumer behaviour is the study of individuals, groups or organisations and the processes they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and the impacts

CONSUMER BUYING BEHAVIOUR & ORGANISATIONAL MARKETS AND BUYING BEHAVIOUR

4962 words - 20 pages of decisions. These purchasing decisions can be classified into three main categories of decisions:Routine Response BehaviourThis behaviour happens when the consumer regularly buys cheap products that need very little search and also very little decision effort. In this case the consumer prefers a special brand but he also knows other brands of the same product class to have an alternative to buy if there is something wrong with his favourite

Similar Essays

Consumer Behaviour Case Study Consumer Influences And Implications For The Events Of The Coonawarra

2551 words - 10 pages the consumer, the secondary stimuli will evoke the same response as the primary stimuli (Summers, Johnson Morgan & Volkov, 2005).Operant or instrumental conditioning refers to learning that occurs following product use. In order to influence the consumer to exhibit purchase behaviour, they must first be enticed to try it (Summers, Johnson Morgan & Volkov, 2005). In the case of wine tastings, such as those that take place during

Consumer Behaviour Case Study Priceline.Com

2802 words - 11 pages that adds value to a customer. It is more likely that target customers will not be restricted to a certain price limit and thus will be willing to pay a bit extra or even premium price for exclusive product. This strategy does not account for customers setting their prices but rather accepting a company price. In the case when company is following focus strategy (not a price focus), marketing executives also would not give their support to the

Consumer Behaviour Case Study: Libb Pharmaceuticals

2264 words - 9 pages using the Fishbien's Attitude Towards an Object Model. The outcomes from the research can help Libb Pharmaceuticals form ways to change the attitude of the consumers and thus their buying behaviours.INPUT.The input component of the consumer decision-making model represents the external influences that can provide the consumer with information about a particular product. This information can then influence the consumer's attitudes and behaviour

Why Do Humans Use Aspirin? Essay

1466 words - 6 pages extract the substance from a willow tree’s bark and boil the Aspirin down for consumption. Thus, making it easy for the consumer to simply transfer the mixture into tea or any other beverage and drinking it. This way of taking Aspirin would make the most sense as drinking a beverage with Aspirin mixed in would help give the patient their dosage of Aspirin easily, in a way similar to how modern people take their Aspirin, with a glass of water and a