Consumer behaviour and marketing strategy

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consumer behaviour and marketing strategy

Consumer Behavior: Building Marketing Strategy by Delbert I. Hawkins

This text is designed to provide usable managerial understanding of consumer behaviour. It is the most current, relevant, and balanced presentation of the subject matter in the context of building marketing strategy. It presents a comprehensive description of various concepts and theories useful for understanding consumer behaviour and illustrates with the help of examples, how these concepts are used in the development of such strategy. About Author: Del HawkinsUniversity Of OregonAmit MookerjeeIndian Institute of Management ,Lucknow Table Of Contents: Part One: Introduction1. Consumer Behavior and Marketing StrategyPart Two: External Influences2. Cross-Cultural Variations in Consumer Behavior3. The Changing Society: Values4. The Changing Society: Demographics and Social Stratification5. The Changing Society: Subcultures6. The Society: Families and Households7. Group Influences on Consumer BehaviorPart Three: Internal Influences8. Perception9. Learning, Memory, and Product Positioning10. Motivation, Personality, and Emotion11. Attitudes and Influencing Attitudes12. Self-Concept and LifestylePart Four: Consumer Decision Process13. Situational Influences14. Consumer Decision Process and Problem Recognition15. Information Search16. Alternative Evaluation and Selection17. Outlet Selection and Purchase18. Post purchase Processes, Customer Satisfaction, and Customer CommitmentPart Five: Organizations as Consumers19. Organizational Buyer BehaviorPart Six: Consumer Behavior and Marketing Regulation20. Marketing Regulation and Consumer Behavior Special Features: Updated chapters having important emerging trends and concepts such as internet and technology More than half of the ?Opening Vignettes? and ?Consumer Insights? are new or substantially revised Application of consumer behavior concepts and theories to marketing problems Discussion on marketing to ethnic sub-cultures Multiple global examples along with use of data and examples from Indian context 35 cases- 31 cases
File Name: consumer behaviour and marketing strategy.zip
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Published 31.12.2018

Consumer Behaviors: Catherine Roe at TEDxUChicago 2012

Consumer behavior in marketing refers to the study of individuals and groups associated with the purchase and use of goods and services.
Delbert I. Hawkins

Understanding consumer behavior and marketing strategy

Twitter follow us. Consumer behaviour is the study of the way people seek, purchase, use, evaluate and dispose of products and services. It is the phycology of marketing, and it is used to determine why consumers seek one product alternative from the other. But why do consumers seek and purchase products? This is linked to the ideology of needs and wants. Needs and wants exist if a consumer is unsatisfied, consumers seek and purchase the products that can provide them with maximum satisfaction. Consumer behaviour can be used by marketers to create the marketing strategy; targeting each consumer effectively once they understand their needs and wants through the research of consumer behaviour.

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Research article writing service by experienced and highly qualified writers. Grab it now Rs for words. We proofread, edit and make the paper upto mark without any flaws. Starting Rs for 10 pages. Hoyer et al. The concept of consumer behavior can be described as a blend of sociology, psychology, economics and social anthropology.

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Importance of marketing strategy

Marketing strategies and tactics are normally based on explicit and implicit beliefs about consumer behavior. Decisions based on explicit assumptions and sound theory and research are more likely to be successful than the decisions based solely on implicit intuition. Knowledge of consumer behavior can be an important competitive advantage while formulating marketing strategies.

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1 thoughts on “Consumer Behavior: Building Marketing Strategy by Delbert I. Hawkins

  1. Marketing strategies and tactics are normally based on explicit and implicit beliefs about consumer behavior. Decisions based on explicit assumptions and.

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