Consumer behavior for dummies:
Blending aspects of psychology, sociology, anthropology and economics, this book gives readers a better understanding of the factors that consumers consciously and subconsciously consider when making a purchase decision. Through concrete, actionable recommendations and MBA-level instruction, this bo...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2009
|
| Schriftenreihe: | ... for dummies
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Blending aspects of psychology, sociology, anthropology and economics, this book gives readers a better understanding of the factors that consumers consciously and subconsciously consider when making a purchase decision. Through concrete, actionable recommendations and MBA-level instruction, this book enables marketers, small-business owners and decision makers to leverage that information to develop a more effective marketing mix and capture the attention of customers Consumer behaviour |
| Beschreibung: | XVIII, 362 S. Ill., graph. Darst. |
| ISBN: | 9780470449837 |
Internformat
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| adam_text | Titel: Consumer behavior for dummies
Autor: Lake, Laura M.
Jahr: 2009
Contents at a Glance
Introduction................................................................ /
Part 1: Introduction to Consumer Behavior.....................7
Chapter 1: Consumer Behavior: The Basics...................................................................9
Chapter 2: Understanding How Consumers Make Purchase Decisions....................27
Chapter 3: Applying Consumer Behavior to Marketing Strategy...............................43
Part 11: delving Into the Psychology
of the Individual Consumer.........................................69
Chapter 4: Recognizing Need and Desire: Motivation and Emotion.........................71
Chapter 5: Supplying Information and Influencing Perception..................................85
Chapter 6: Uncovering Attitudes: General and Lasting Evaluations.........................99
Chapter 7: Denning the Role of Identity. Self-Concepts and Lifestyle.....................113
Part 111: Consumers in Their Social
and Cultural Settings............................................... 133
Chapter 8: Cultural Influences......................................................................................135
Chapter 9: The Influences of Household Structure and Role...................................149
Chapter 10: The Power of the Masses: Group Influences.........................................167
Chapter 11: Defying Legislated or Moral Laws: Consumer Misbehavior................183
Part IV: Crafting lour Marketing Strategy................. 197
Chapter 12: Conducting Market Research..................................................................199
Chapter 13: Identifying Target Markets through Segmentation..............................223
Chapter 14: Unearthing New Market Opportunities..................................................245
Part V: Implementing your Strategy
With a Marketing Plan.............................................257
Chapter 15: Understanding Marketing Ethics............................................................259
Chapter 16: Evoking Awareness through Positioning...............................................271
Chapter 17: Leading Customers from Attention to Action.......................................287
Chapter 18: Convincing Consumers to Adopt New Products
or Changes in Terms...................................................................................................301
Chapter 19: Cultivating Customer Loyalty.................................................................315
Part (/I: The Part of Tens..........................................325
Chapter 20: Ten Easy Ways to Enhance Customer Satisfaction..............................327
Chapter 21: Ten Special Considerations for Business-to-Business Marketing.......331
Appendix: Glossary..................................................337
Index......................................................................345
Table of Contents
Introduction................................................................. 7
About This Book..............................................................................................2
Conventions Used in This Book.....................................................................2
What You re Not to Read................................................................................3
Foolish Assumptions.......................................................................................3
How This Book Is Organized..........................................................................3
Part I: Introduction to Consumer Behavior........................................3
Part II: Delving Into the Psychology of the Individual Consumer....4
Part III: Consumers in Their Social and Cultural Settings................4
Part IV: Crafting Your Marketing Strategy..........................................4
Part V: Implementing Your Strategy with a Marketing Plan.............4
Part VI: The Part of Tens.......................................................................5
Icons Used in This Book.................................................................................5
Where to Go from Here...................................................................................6
Part 1: Introduction to Consumer Behavior......................7
Chapter 1: Consumer Behavior: The Basics.......................9
What Is Consumer Behavior, and Why Is It Important?.............................9
Getting a Glimpse of the Consumer s Decision-Making Process.............11
Recognizing Factors that Influence the Purchase Decision.....................12
Internal influences...............................................................................12
External influences..............................................................................14
Accounting for the Unpleasant: Consumer Misbehavior.........................16
Seeing How Consumer Behavior Can Guide Your Marketing Strategy... 16
Researching the market to find commonalities.............................;. 17
Breaking the overall market into the segments you ll target.........17
Uncovering the untapped markets....................................................18
Creating a Consumer-Driven Marketing Plan.............................................18
Practicing integrity..............................................................................19
Inducing need awareness through positioning................................19
Engaging consumers attention and leading them to purchase.....20
Convincing customers to adopt new products and
changes in terms..............................................................................20
Encouraging customer loyalty...........................................................21
Assessing Your Knowledge of Consumer Behavior:
A Quick and Painless Quiz........................................................................22
The questions.......................................................................................22
The answers.........................................................................................24
Consumer Behavior For Dummies
Part 111: Consumers in Their Social
and Cultural Settinqs................................................ 133
Chapter 8: Cultural Influences.................................135
Defining Culture...........................................................................................135
Breaking Culture into Subcultures............................................................137
Ethnicity or nationality.....................................................................137
Religion................................................................................................138
Age or gender.....................................................................................139
Understanding the Power of Culture........................................................140
How culture affects people and their purchasing behavior.........140
How cultural understanding increases
marketing effectiveness.................................................................142
Seeing Cultural Conditioning in Action and in Effect..............................143
Conditioned behavior: Norms..........................................................144
Conditioned beliefs and values........................................................145
Applying Cultural Perspective to Your Marketing Strategy...................145
Identifying common cultural factors among your consumers.....146
Appealing to your target audience s cultural background...........147
Chapter 9: The Influences of Household Structure and Role.......149
Looking at Home Life..................................................................................149
A primer on household structures..................................................149
Defining an individual s household role.........................................151
Recognizing how household structure and role
affect purchasing behavior...........................................................152
Understanding how you can market to the
many household influences..........................................................153
Examining Traditional Household Stages and
Their Buying Influences..........................................................................154
Young singles.....................................................................................155
Newly married couples.....................................................................155
Full nest 1.............................................................................................156
Full nest II............................................................................................156
Full nest III...........................................................................................156
Empty nest 1........................................................................................157
Empty nest II.......................................................................................157
Solitary survivor................................................................................157
Retired solitary survivor...................................................................157
Familiarizing Yourself with Common Stage Variations..........................158
Exploring the changes and trends...................................................158
Identifying new structures that have emerged..............................160
Seeing how the trends affect gender roles.....................................161
Targeting Your Marketing to Specific Household Types and Roles.....163
Assessing your consumers household income.............................164
Factoring in family dynamics and disagreements.........................164
Dealing with interests and responsibilities....................................166
Table of Contents
Chapter 10: The Power of the Masses: Group Influences..........167
Getting a Glimpse of the Strength in Numbers........................................167
Recognizing the major types of groups..........................................168
Seeing how groups influence consumer behavior.........................169
Identifying the marketing opportunities groups provide.............173
Gaining a Deeper Understanding of Group Influence.............................173
Where a group gets its power of influence.....................................174
Why customers succumb to group influence................................175
What determines the strength of a group s influence...................175
Tailoring Your Marketing Strategy to Groups.........................................178
Identifying what group members have in common.......................178
Assessing the strength of the group
to understand its influence...........................................................179
Determining how you can appeal to the group..............................180
Targeting the leader of the pack......................................................181
Chapter 11: Defying Legislated or Moral Laws:
Consumer Misbehavior.......................................183
Discovering What Consumer Misbehavior Is All About.........................184
Recognizing the difference between misbehavior
and problem behavior...................................................................184
Understanding the common forms of misbehavior
and their effects..............................................................................185
Seeing how marketing efforts can derail misbehavior..................188
Examining the Tale behind the Act...........................................................189
Why do they do it? Considering the underlying motivations......190
The decision-making process that leads to misbehavior.............193
Minimizing Consumer Misbehavior..........................................................194
Exercising an ounce of prevention..................................................194
Setting up policies and consequences............................................195
Part IV: Crafting If our Marketing Strategy.................. 197
Chapter 12: Conducting Market Research.......................199
Recognizing the Vital Role of Market Research.......................................199
Examining the purpose of market research...................................200
Understanding how market research affects
your marketing success................................................................201
Using market research to your marketing advantage...................202
Getting an Overview of the Research Process.........................................203
Clarifying the Problem at Hand.................................................................205
Settling on the Research Design................................................................205
Classifying the focus of the research..............................................206
Deciding what type of info best supports your focus...................207
Determining the nature of your research methods.......................208
Consumer Behavior For Dummies
Obtaining Existing Data..............................................................................210
Knowing where to find secondary data..........................................211
Evaluating the usefulness and accuracy of the data you find......212
Creating a Data Collection Plan for Original Research...........................213
Picking your collection methods.....................................................213
Crafting and presenting questions effectively...............................215
Choosing Your Sampling Group................................................................218
Establishing a sample size................................................................219
Planning ahead for possible sampling errors................................219
Presenting, Interpreting, and Reporting Data..........................................220
Presenting the data............................................................................220
Interpreting the data and devising solutions.................................221
Preparing a formal report.................................................................222
Chapter 13: Identifying Target Markets through Segmentation —223
An Introduction to Market Segmentation.................................................223
Understanding why segmentation is important............................224
Figuring out how segmentation works............................................226
Step 1: Identify Your Core Market by Using Profiler Bases....................228
Deciding which profiler bases to use..............................................228
Applying the demographic base......................................................229
Applying the psychographic base...................................................230
Applying the geographic base..........................................................231
Applying the behavior base..............................................................232
Step 2: Determine Whether Your Core Market Qualifies
for Segmentation......................................................................................232
Step 3: Evaluate Your Core Market for Potential Success......................233
Step 4: Identify Potential Customer Needs...............................................234
Step 5: Segment Your Core Market into Submarkets..............................235
Step 6: Identify Segment Dimensions........................................................236
Recognizing the two main types of dimensions.............................236
Calling out category-specific dimensions.......................................237
Step 7: Evaluate Your Market Segments...................................................239
Predicting consumer behavior within a specific segment...........239
Estimating segment size and revenue potential............................240
Chapter 14: Unearthing New Market Opportunities..............245
Finding and Recognizing Areas of Opportunity:
A How-To Overview.................................................................................246
What to look for: Opportunity types...............................................246
Where to look: Information sources................................................247
Conducting the Search...........................................]. ..................................248
Seeking out unmet needs in the marketplace................................248
Looking at your products for new or improved product ideas... 249
Assessing whether new marketing activities
will reach more folks........................ .................251
Table of Contents
Determining Whether a New Opportunity Is Worth Pursuing...............252
Evaluating an opportunity s chance of success.............................253
Weighing the costs against the potential rewards........................253
Part V: Implementing your Strategy
h a Marketing Plan.............................................. 257
Chapter 15: Understanding Marketing Ethics....................259
A Primer on the Role of Ethics in Marketing............................................259
Exploring the fluidity of marketing ethics......................................260
Understanding how unethical marketing affects
consumer behavior........................................................................261
Discovering how ethics affect the four Ps of the
marketing mix.................................................................................262
Recognizing a Marketer s Ethical Responsibilities..................................264
Examining the requirements............................................................265
Considering the gray areas...............................................................266
Developing Your Marketing Code of Ethics:
Some Simple Guidelines..........................................................................269
Chapter 16: Evoking Awareness through Positioning.............271
A Primer on Positioning..............................................................................271
Understanding the importance of positioning...............................272
Knowing what you re positioning....................................................272
Getting a glimpse of the positioning process.................................273
Developing a Unique Selling Proposition.................................................275
Starting with the fundamentals: Features versus benefits...........276
Previewing the process.....................................................................276
Making sure your USP is effective....................................................278
Using Your USP to Develop a Positioning Strategy.................................279
Positioning your product or service relative
to its competition...........................................................................279
Addressing the need your product fulfills......................................282
Avoiding common mistakes.............................................................283
Crafting a Strong Positioning Statement...................................................284
Using a simple but effective formula...............................................285
Paying attention to word choice and focus....................................285
Testing your positioning statement................................................286
Chapter 17: Leading Customers from Attention to Action..........287
Getting Consumers Attention with Compelling Stimuli.........................288
Delivering an Action-Inspiring Message...................................................288
Educating consumers with a marketing message..........................289
Providing proof customers trust.....................................................290
Consumer Behavior For Dummies
Perusing Your Options for Marketing Message Placement....................291
Traditional marketing options.........................................................292
Interactive methods..........................................................................295
Choosing the Best Media Outlets for You................................................299
Chapter 18: Convincing Consumers to Adopt
New Products or Changes in Terms............................301
Realizing the Challenge: Aversion to Change...........................................301
How change affects consumers and their behavior......................302
What affects a consumer s acceptance of change.........................303
Tracing the Typical Life Cycle of a New Product....................................305
Encouraging Consumer Adoption throughout
a Product s Life Cycle..............................................................................307
Addressing issues consumers face during the
adoption process...........................................................................307
Reaching the right consumers within your target market...........309
Offering strategic incentives according to the
life-cycle stage at hand..................................................................311
Chapter 19: Cultivating Customer Loyalty.......................315
Waxing Romantic: A Primer on Consumer-Business Relationships......315
The difference between repeat buying and customer loyalty.....316
Why loyalty is important for business............................................317
Digging Up the Roots of Loyalty................................................................318
Why consumers are loyal: Five very different reasons.................318
Understanding what committed loyalty —
the one you want — is based on..................................................319
Creating a Committed Loyal Customer.....................................................321
Establishing a relationship: The basics..........................................322
Adding loyalty programs to the repertoire
(but not as a solo actQ...................................................................323
Accounting for behavioral predispositions....................................324
Part (/I: The Part of Tens...........................................325
Chapter 20: Ten Easy Ways to Enhance Customer Satisfaction ... .327
Acknowledge Customers Right Away.......................................................327
Conduct Customer Surveys........................................................................328
Follow Up to Inquire about Satisfaction...................................................328
Listen Intently..............................................................................................328
Build an Online Presence............................................................................329
Keep in Touch with E-Newsletters............................................................329
Make the Purchasing Process an Experience..........................................329
Offer Birthday Specials...............................................................................330
Hold Special Events.....................................................................................330
Volunteer for a Good Cause.......................................................................330
Table of Contents
Chapter 21: Ten Special Considerations
for Business-to-Business Marketing...........................331
Value of a Sale..............................................................................................331
Size of Your Target Market.........................................................................332
Complexity of the Buying Process............................................................332
Challenge of Identifying the Decision Maker............................................333
Duration of the Sales Cycle........................................................................333
Importance of Reason in Decision Making...............................................333
Motivation to Purchase..............................................................................334
Distribution of Products.............................................................................334
Thirst for Knowledge..................................................................................334
Frequency of Negotiation...........................................................................335
Appendix: Glossary...................................................337
Index.......................................................................3h5
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| spelling | Lake, Laura Verfasser aut Consumer behavior for dummies by Laura Lake Hoboken, NJ Wiley 2009 XVIII, 362 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier ... for dummies Blending aspects of psychology, sociology, anthropology and economics, this book gives readers a better understanding of the factors that consumers consciously and subconsciously consider when making a purchase decision. Through concrete, actionable recommendations and MBA-level instruction, this book enables marketers, small-business owners and decision makers to leverage that information to develop a more effective marketing mix and capture the attention of customers Consumer behaviour Consumentengedrag gtt Consumer behavior Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017705231&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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