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The essence of consumer behaviour / Jim Blythe
Livre
Edited by Prentice Hall - 1997
Why is a knowledge of consumer behaviour so essential to effective marketing? How can an understanding of why people buy help marketers know how to sell? How are attitudes towards products formed - and how can those attitudes be changed? What can managers do to persuade consumers to buy - and buy again? The Essence of Consumer Behaviour is an invaluable reference source for managers on short courses; for MBA and other students who want to get quickly to the heart of the subject; as reference material for managers' bookshelves and for aspiring managers wishing to improve their knowledge and skills
Introduction: the importance of understanding consumer behaviour. 1. Drive, motivation and hedonism. 2. Goals and incentives, uncertainty and post-purchase dissonance. 3. Personality, traits, self-concept, routines and habits. 4. Learning and perception. 5. Attitudes. 6. The environment, class and culture. 7. Peer and reference groups, and the family. 8. New and repeat buying behaviour. 9. High-involvement purchasing behaviour. 10. Segmentation. 11. Buyer behaviour in services markets. 12. Consumer behaviour in the marketing mix.
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