Consumer BehaviorWith a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning presented in the first chapter, this model serves as a structural framework for the concepts the building blocks examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing. |
Contents
PART | 19 |
Bases for Segmentation | 29 |
Criteria for Effective Targeting of Market Segments | 45 |
Copyright | |
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achieve Advances in Consumer advertising Advertising Age American appeal Association AT&T attributes audience basic beliefs brand loyalty campaign Chapter characteristics cognitive commercials communication consumer behavior Consumer Research consumer's Courtesy cultural decisions demographic designed develop discussed drinker effective evaluation example experience feel FIGURE goals Hertz Hispanic household identify important income individual's individuals influence interest Journal of Consumer learning lifestyle magazines market segmentation marketing mix Marketing Research marketing strategy measure ment motivational research needs neo-Freudian opinion leaders opinion leadership perceived perception personality positive prefer Procter & Gamble product category product or service profiles promotional psychographic psychological purchase relevant response retail risk social class Source specific stimuli subliminal subliminal advertising sumer Table target market television Ten Best List tend theory traits types users VALS values vertising ים ים ים