Consumer behaviour case- Bayer ibuprofen
Date Submitted: 12/04/2004 05:36:27
Category: / Business & Economy / Marketing and Advertising
Length: 4 pages (1063 words)
Category: / Business & Economy / Marketing and Advertising
Length: 4 pages (1063 words)
Case: Bayer ibuprofen
Consumer 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?
Benefits
Since Bayer has …
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…belief structure. The pictures itself conveys cognitive as well as emotional meanings.
Behavior component of an attitude
Ad
"Introducing new Bayer ibuprofen with more strength for fast pain relief. For free samples call 1-800 Bayer ibuprofen or visit our web sites. www.bayer-ibuprofin.com".
This type of ad will induce people to purchase or consume the product while ensuring that the purchase will indeed be rewarding. This free samples are techniques for inducing trial behavior.
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