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Description
Basics Marketing 01: Consumer Behaviour examines the relationship between consumers and culture, and the impact of current trends on consumer behaviour. It explores the different ways in which consumers around the world respond to marketing strategies, examining the interpretation of new stimuli using existing knowledge, and how both new and remembered knowledge combine to influence purchasing behaviour.
Finally, there is a detailed examination of the influence of ethnicity, religion, class, age and gender on consumers' actions and the importance of understanding the challenges and diversity of a global marketplace.
Table of Contents
Introduction. How to get the most out of this book. What is consumer behaviour?: Defining consumer behaviour; What influences consumer behaviour?; Consumers' impact on marketing strategy; Methods of data collection; Case study: The case of Coke Zero; Questions and exercises. Ethnic, religious and group influences: Ethnic subcultures and consumer identity; Religious subcultures; Reference groups; Consumer-related reference groups; Case study: McDonald's goes global; Questions and exercises. Class, age and gender influences: What is social class?; Age and consumer identity; How gender affects consumer behaviour; Case study: What women want; Questions and exercises. Consumer motivation, perception and attitude: Consumer motivation; Consumer perception; Consumer attitudes; Case study: The Harley-Davidson community; Questions and exercises. Consumer knowledge and memory: What is knowledge?; How is knowledge organised?; How memory works; Case study: Nostalgia marketing - MINI; Questions and exercises. The consumer as a decision maker: Consumer decision making; Judgment and decision making; What influences consumers' decisions?; Post-decision processes; Case study: Jet Blue Airways's Valentine's Day debacle; Questions and exercise. Appendix. Working with ethics.
Product details
| Published | 20 Sep 2009 |
|---|---|
| Format | Ebook (PDF) |
| Edition | 1st |
| Extent | 176 |
| ISBN | 9782940439249 |
| Imprint | AVA Publishing |
| Illustrations | 100 colour illus |
| Series | Basics Marketing |
| Publisher | Bloomsbury Publishing |
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