Consumer behaviour /
Noel, Hayden,
Consumer behaviour / Consumer behavior Hayden Noel. - 175 pages : illustrations ; 23 cm. - Basics marketing ; 01 . - Basics marketing ; 01. .
Numbering on alternate pages.
Includes bibliographical references.
What is consumer behavior? 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? ; Point-decision processes ; Case study: JetBlue Airway's Valentine Day debacle ; Questions and exercises.
This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, religion, class, age and gender in consumers' actions, this is an insightful introduction to a complex aspect of modern marketing. It also offers a detailed examination of how consumers process and interpret new stimuli using existing knowledge and how new and remembered knowledge combine to influence purchasing behavior.--[book cover].
2940373841 9782940373840
Consumer behavior.
Marketing.
HF5415.32 / .N64 2009
658.8342
Consumer behaviour / Consumer behavior Hayden Noel. - 175 pages : illustrations ; 23 cm. - Basics marketing ; 01 . - Basics marketing ; 01. .
Numbering on alternate pages.
Includes bibliographical references.
What is consumer behavior? 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? ; Point-decision processes ; Case study: JetBlue Airway's Valentine Day debacle ; Questions and exercises.
This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, religion, class, age and gender in consumers' actions, this is an insightful introduction to a complex aspect of modern marketing. It also offers a detailed examination of how consumers process and interpret new stimuli using existing knowledge and how new and remembered knowledge combine to influence purchasing behavior.--[book cover].
2940373841 9782940373840
Consumer behavior.
Marketing.
HF5415.32 / .N64 2009
658.8342