Download Consumer Behavior: Building Marketing Strategy by Delbert Hawkins, David Mothersbaugh PDF

By Delbert Hawkins, David Mothersbaugh

This ebook is a strategic examine purchaser habit with a view to advisor profitable advertising and marketing actions. The Wheel of patron research is the organizing consider the ebook. The 4 significant components of the wheel are shopper impact and cognition, customer habit, patron surroundings, and business plan. every one of those parts is the subject of 1 of the 4 significant sections within the booklet.

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Extra info for Consumer Behavior: Building Marketing Strategy

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C. Johnson recently pulled the plug on its Ziploc TableTops, a line of semi-disposable plates. TableTops was one of the company’s most expensive launches with $65 million spent on marketing. A number of factors appear to have contributed to the failure including relatively high prices (which made consumers less likely to throw them away) and the fact that the products really weren’t all that disposable. As one retailer explained, “There are no repeat purchases. ”6 A primary goal of this book is to help you obtain a usable managerial understanding of consumer behavior.

Clearly, it is much more than coffee. Places such as Starbucks and the Hard Rock Cafe are selling experiences as much as or perhaps more than food and beverages—and they are doing so around the world. indd 12 12/15/08 10:54:59 AM Chapter One Consumer Behavior and Marketing Strategy 13 ILLUSTRATION 1–3 What do you buy when you go to a theme restaurant or a coffee shop like Starbucks? The experience is the product as much as or more than the actual food and beverage. An “experience” occurs when a company intentionally creates a memorable event for customers.

Economists often assume that lower prices for the same product will result in more sales than higher prices. However, price sometimes serves as a signal of quality. A product priced “too low” might be perceived as having low quality. Owning expensive items also provides information about the owner. indd 21 12/15/08 10:55:14 AM 22 Part One Introduction indicates that the owner can afford the expensive item. This is a desirable feature to some consumers. Starbucks charges relatively high prices for its coffee.

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