SITUATION
Paul Layer is the owner of Aspen Funeral Alternatives in Albuquerque, New Mexico. Aspen is located in a converted restaurant with fluorescent lights, and its chapel has chairs, not pews. "It looks more like your insurance company or local business office, rather than a funeral home," Layer says. Aspen has adopted a strategy of discounted prices for funeral products and services. Its website promotes low-cost alternatives with no fancy facilities, no limousines, and no hearses. A general price list, covering Aspen's professional services, use of its facilities, and caskets, is posted on the site.
Question 1 What psychological concepts of consumer behavior are relevant to marketing this service? Be specific.
Question 2 How can the stages of consumer decision making be applied to a person's decision to use a particular funeral home?
Question 3 What types of CRM techniques could be used by this type of business?