By Hayden Noel
An up-to-the-moment evaluate of client habit, this primary booklet within the fundamentals advertising and marketing sequence examines the function of shoppers as participants and choice makers. utilizing real-world examples, it explores the relationships among shoppers and tradition and appears on the effect of present traits, comparable to electronic media and globalization, on client habit. transparent visuals, end-of-chapter studies, and routines make fundamentals advertising and marketing: shopper habit an available creation for someone attracted to customer habit and its position in advertising and marketing.
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Extra resources for Basics Marketing: Consumer Behaviour
Example text
One of their biggest sellers is their football shirt for children. These young consumers are driven to look like their idols on the national team, especially during international competitions like the World Cup. NASCAR promoters have therefore initiated efforts to increase and diversify their target market. One such strategy is the NASCAR reality show, NASCAR Drivers: 360. Since its launch in May 2004, NASCAR has seen an increase in the number of female fans to events. 11 Unwanted associations Several football teams in Spain and Italy have had trouble attracting sponsorship because of the increase in neo-Nazi and fascist salutes during their football games.
12 This creates an ethical dilemma since consumers online may believe that these are independent reviews; this adds to the source’s credibility. However, the source in this case is actually employed by the company. Is this ethical? What do you think? Reference groups Consumer-related reference groups Case study: McDonald’s goes global There are many different kinds of reference groups, and there are some that exist specifi cally for consumers. These groups can revolve around shopping; others are created because the members all admire a certain brand, such as Harley-Davidson, for example; and yet still others are based around a certain activity, for example video-game playing and movie viewing.
Since these groups tend to be very familiar with the product category or brand, they can be vital to companies when conducting marketing research. They are often able to provide constructive feedback to companies regarding their products and services. Additionally, some of these groups are very brand-loyal, so they can also be a great place to market brand extensions. Such a captive market can be important when a company is trying to launch a new product or an extension of an existing product. Shopping groups These can be either informal or formal groups.