Why people buy things they don't need : understanding and predicting consumer behavior /
Why people buy things they don't need : Understanding and predicting consumer behaviour
Pamela N. Danziger.
- xi, 291 pages : illustrations ; 23 cm
Includes bibliographical references (pages 276-277) and index.
Why do people buy things they don't need? -- What we need : more than you ever imagined -- If consumer spending is the engine of the economy, then discretionary spending is the "gas" -- The 14 justifiers that give consumers permission to buy -- What things people buy that they don't need -- What people buy : personal luxuries -- What people buy : entertainment, recreation, and hobbies -- What people buy : home furnishings and home decor -- Trends that impact why people buy things they don't need -- Pulling it all together : how to sell more. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
"Within the past decade, the way consumers shop has undergone dramatic change; more options are now available, including the ease of shopping from home via the Internet. Beyond that, a dramatic shift has occurred - thanks in part to the drop in cost in buying essentials, discretionary purchases have taken the lead." "Today, emotional spending is an integral part of any purchases consumers make. Spending is now based on wants, not needs. Another critical change? Consumers are in the driver's seat and control the marketplace. According to author and marketing expert Pamela N. Danziger, understanding why people buy what they don't need is the key to successful marketing today. Once marketers learn how the "why" drives and directs consumer behavior, they can learn how to get people to buy more things they don't need."--BOOK JACKET.
0793186021 9780793186020
2004003269
Consumer behavior. Consumers--Research Marketing research