Why People Buy and

How To Get Them To Buy More From You

Roger D. Blackwell, Ph.D.

Roger Blackwell is considered one of the founding fathers of consumer behavior—the study of why people buy. Adapted to both consumer and industrial audiences, this presentation focuses primarily on how people make purchase decisions and why they buy one product or brand over another. Once he has shown marketers why certain behaviors occur, he then examines ways to affect that behavior.

Audiences examine:

• How to apply buying behavior strategies to consumer and industrial buying situations
• How customers make buying decisions—from pre-purchase evaluation to in-store decisions
• How to develop customer retention strategies for your organization
• How to implement and benefit from CRM programs
• Strategies to increase how much or how often current customers buy
• How to incorporate consumption (usage) trends into marketing and sales strategies

Practical applications emphasize personal selling, advertising and public relations, or brand building, depending on the interests of the audience. This session includes discussion of the classic model of consumer behavior and decision making pioneered by Dr. Blackwell, which is today used by marketing practitioners world wide. It is also based on his latest text book, Consumer Behavior, the leading text on this topic among universities around the globe.

Roger Blackwell Associates, Inc. (614) 457-6334

www.rogerblackwell.com