Basics Marketing 01: Consumer Behaviour

by Hayden Noel

Overview

Basics Marketing 01: Consumer Behaviour examines the relationship between consumers and culture, and the impact of current trends on consumer behaviour. It explores the different ways in which consumers around the world respond to marketing strategies, examining the interpretation of new stimuli using existing knowledge, and how both new and remembered knowledge combine to influence purchasing behaviour.

Finally, there is a detailed examination of the influence of ethnicity, religion, class, age and gender on consumers' actions and the importance of understanding the challenges and diversity of a global marketplace.

Product Details

ISBN-13:	9781350034662
Publisher:	Bloomsbury Publishing
Publication date:	12/14/2017
Series:	Basics Marketing
Sold by:	Barnes & Noble
Format:	eBook
Pages:	176
File size:	28 MB
Note:	This product may take a few minutes to download.

About the Author

Dr Hayden Noel is an assistant professor in the College of Business Administration at the University of Illinois at Urbana-Champaign. He has published articles in leading academic journals such as the Journal of Consumer Research and the Journal of Consumer Psychology. In addition, he has taught in MBA programmes in the United States, Hong Kong, Singapore and Taiwan.

Table of Contents

Introduction. How to get the most out of this book. What is consumer behaviour?: Defining consumer behaviour; What influences consumer behaviour?; Consumers' impact on marketing strategy; Methods of data collection; Case study: The case of Coke Zero; Questions and exercises. Ethnic, religious and group influences: Ethnic subcultures and consumer identity; Religious subcultures; Reference groups; Consumer-related reference groups; Case study: McDonald's goes global; Questions and exercises. Class, age and gender influences: What is social class?; Age and consumer identity; How gender affects consumer behaviour; Case study: What women want; Questions and exercises. Consumer motivation, perception and attitude: Consumer motivation; Consumer perception; Consumer attitudes; Case study: The Harley-Davidson community; Questions and exercises. Consumer knowledge and memory: What is knowledge?; How is knowledge organised?; How memory works; Case study: Nostalgia marketing - MINI; Questions and exercises. The consumer as a decision maker: Consumer decision making; Judgment and decision making; What influences consumers' decisions?; Post-decision processes; Case study: Jet Blue Airways's Valentine's Day debacle; Questions and exercise. Appendix. Working with ethics.