Consumer Behavior
Building Marketing Strategy
hawk81107_fm.indd 1 12/15/08 11:51:24 AM
, Introduction
Part One
|
Introduction
uisitions
and Acq
External iences
Influences Exper
Culture
Subculture
Demographics
Social Status
Reference Groups
Family
Marketing Activities
Self-Concept
and
Lifestyle
Internal
Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
Experi
ences a
nd A cquisitions
2
hawk81107_ch01.indd 2 12/15/08 10:54:38 AM
, ■ What is consumer behavior? Why consumer behavior to understand and use
should we study it? Do marketing man- it more effectively?
agers, regulators, and consumer advocates ■ Chapter 1 addresses these and a
actually use knowledge about consumer number of other interesting questions,
behavior to develop strategies and policy? describes the importance and usefulness
How? Will a sound knowledge of consumer of the material to be covered in this text,
behavior help you in your career? Will it and provides an overview of the text.
enable you to be a better citizen? How Chapter 1 also explains the logic of the
does consumer behavior impact the quality model of consumer behavior shown below,
of all of our lives and of the environment? which is presented again in Figure 1–3 and
How can we organize our knowledge of discussed toward the end of the chapter.
Decision
Process
Situations
Problem
Recognition
Information
Needs Search
Desires
Alternative Evaluation
and Selection
Outlet Selection
and Purchase
Postpurchase
Processes
3
hawk81107_ch01.indd 3 12/15/08 10:54:39 AM
, Consumer Behavior
Consumer Behavior and Marketing Strategy
4
hawk81107_ch01.indd 4 12/15/08 10:54:40 AM
Building Marketing Strategy
hawk81107_fm.indd 1 12/15/08 11:51:24 AM
, Introduction
Part One
|
Introduction
uisitions
and Acq
External iences
Influences Exper
Culture
Subculture
Demographics
Social Status
Reference Groups
Family
Marketing Activities
Self-Concept
and
Lifestyle
Internal
Influences
Perception
Learning
Memory
Motives
Personality
Emotions
Attitudes
Experi
ences a
nd A cquisitions
2
hawk81107_ch01.indd 2 12/15/08 10:54:38 AM
, ■ What is consumer behavior? Why consumer behavior to understand and use
should we study it? Do marketing man- it more effectively?
agers, regulators, and consumer advocates ■ Chapter 1 addresses these and a
actually use knowledge about consumer number of other interesting questions,
behavior to develop strategies and policy? describes the importance and usefulness
How? Will a sound knowledge of consumer of the material to be covered in this text,
behavior help you in your career? Will it and provides an overview of the text.
enable you to be a better citizen? How Chapter 1 also explains the logic of the
does consumer behavior impact the quality model of consumer behavior shown below,
of all of our lives and of the environment? which is presented again in Figure 1–3 and
How can we organize our knowledge of discussed toward the end of the chapter.
Decision
Process
Situations
Problem
Recognition
Information
Needs Search
Desires
Alternative Evaluation
and Selection
Outlet Selection
and Purchase
Postpurchase
Processes
3
hawk81107_ch01.indd 3 12/15/08 10:54:39 AM
, Consumer Behavior
Consumer Behavior and Marketing Strategy
4
hawk81107_ch01.indd 4 12/15/08 10:54:40 AM
