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Full Description
"Basics Marketing: Consumer Behaviour" highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace. The content flows from a micro orientation, focusing on the consumer as an individual, through to a macro approach, which examines how consumers function within a group setting and how this affects their behaviour. Early chapters draw heavily from psychology while the latter chapters lead students through sociology and anthropology theories.
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.
