TAILIEUCHUNG - Basic Marketing: A Global−Managerial Approach Chapter 6

Chapter 6. Behavior Dimensions of the Consumer Market. When You Finish This Chapter, You Should 1. Understand the economic-buyer model of buyer behavior. 2. Understand how psychological variables affect an individual’s buying behavior. | I Text Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 6. Behavior Dimensions of the Consumer Market The McGraw-Hill Companies 2002 When You Finish This Chapter You Should 1. Understand the economic-buyer model of buyer behavior. Chapter Six Behavioral 2. Understand how psychological variables affect an individual s buying behavior. Dimensions of the 3. Understand how social influences affect an individual s and household s buying behavior. Consumer Market 4. See why the purchase situation has an effect on consumer behavior. 5. Know how consumers use problem-solving processes. In the 1970s yogurt was a popular food in Europe but for the most part unknown in the . culture. Most American con- grew slowly at first but that changed in the 1980s as more adults became interested in 6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli. sumers were not aware of it had never tried it and didn t know if they would like it. All of that changed when Dannon and other firms began to promote and distribute yogurt in the . Sales healthy eating. For lots of on-the-go workers yogurt was an economical lunch that tasted 7. Understand the important new terms shown in red . couldn t tell the difference between brands. When it was time to buy they just picked up their routine brand or perhaps whatever was on sale. Most marketers felt that growth good and saved time. It didn t require preparation or clean up and it could be eaten almost anywhere. All you needed was a plastic spoon. By the 1990s many brands and flavors of yogurt were on the market. Most consumers place promotion price produc Perreault-McCarthy Basic Marketing A Global-Managerial Approach 14 e 6. Behavior Dimensions of the Consumer Market Text The McGraw-Hill Companies 2002 taste convenience and fun. Traditional yogurt was convenient but it still took one hand for the spoon and one to hold the carton. And a carton of yogurt didn t exactly impress the other

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