Analysis of Consumer and Business Behavior

Analysis of Consumer and Business Behavior

Keller Graduate School Management

In order to accomplish with the requirements of doubling the sales in both the consumer and commercial markets within the next year, as the Vice President of Marketing of Grave Enterprises, I found both proposals very interesting. Both reflects the desire of set our company as a top one in the market.

Regarding the Consumer Products Proposal, by Joshua Edwards, Marketing Director, it presents a way to grow the market by the development of a new product line, promoting them as “safe, effective, and eco-friendly.” Thinking about this, I realized that there are some things that differ our products from the competitors that have not been exploted. According to our Chemistry Department, Graves products utilize an environmental friendly chemistry and contain “Scotchgard” for continue stain protection. Also, as a plus, all of our products are hypoallergenic. Due to this, I consider unnecessary to develop a new product line, which means, saving money in research, because all of our product already meet those characteristics. According to Kotler (2009), “Marketing deals with identifying and meeting human and social needs,” (p. 5) in a profitable way; thus, our products changes must follow that direction. I agree with Mr. Edwards in the implementation of a new container packaging made from recycled plastic, which will reduce packaging cost, and also with the creation of a new label with the Scotchgard's emblem and the eco-friendly's sign on it. Nowadays, the government is encouraging people to save the planet and going green, consequently the purchases could be influenced this social factor. But, I am a little concerned about the stated by Mr. Edward Matthews, ES Associates, Marketing Research Consultant, about the ranking influence of the “eco-friendly” attributes in the purchase decision. Consumers ranked it as the “least influential to their purchase decision,” which is supported by Green...