Aspen Funeral Alternatives, a funeral home in Albuquerque, New Mexico, recognizes that families are more cost conscious than ever. As the company’s website states, “Outlet malls and discount stores off er convenience and value—why pay more?” The strategy of the owners is to off er lower-priced funeral products with the same personalized, high-quality services, just fewer options. Aspen goes to great lengths to control costs and passes the savings along to its clients. For example, its operating hours are limited to Monday through Friday between 8:00 a.m. and 5:00 p.m. to minimize overtime pay to employees. (Essential staff are still available 24/7.)

Aspen’s website says that the company’s low-cost service alternatives off er 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.

1. What psychological concepts of consumer behavior are relevant to marketing this service? Be specific.

2. How can the stages of consumer decision making be applied to a person’s decision to use a particular funeral home?

3. Which CRM techniques could be used by this type of business?