INTRODUCTION TO MARKETING Understanding consumer behaviour is important for any organization before launching a product. If the organization failed to analyse how a customer will respond to a particul
INTRODUCTION TO MARKETING Understanding consumer behaviour is important for any organization before launching a product. If the organization failed to analyse how a customer will respond to a particul
INTRODUCTION TO MARKETING
Reasons for management not disposing of a “dog”
Understanding consumer behaviour is important for any organization before launching a product. If the organization failed to analyse how a customer will respond to a particular product, the company will face losses. Consumer behaviour is very complex because each consumer has different mind and attitude towards purchase, consumption and disposal of product (Solomon, 2009). Understanding the theories and concepts of consumer behaviour helps to market the product or services successfully. Moreover, studying consumer behaviour helps in many aspects. As there is constant change in the living standards, trend, fashion and change in technology; consumer’s attitude towards the purchase of product varies (Kumar, 2004). Understanding these factors is of utmost importance because the marketing of products is largely dependent on these factors. Thus, consumer behaviour serves as a successful tool for marketers in meeting their sales objectives.
“A SBU is a unit of the company that has a separate mission and objectives that can be planned separately from other company business” (kotler & Armstrong, 2007). Based on the SBU’s the company uses a portfolio planning method to establish the positioning and attractiveness of their products. The best known portfolio planning method used is the Boston Consulting group (BCG) approach. The BCG