By J. Paul Peter
This ebook takes a strategic examine client habit so as to consultant winning advertising actions. The Wheel of buyer research is the organizing consider the booklet. The 4 significant components of the wheel are buyer impact and cognition, buyer habit, patron surroundings, and business plan. each one of those elements is the subject of 1 of the 4 significant sections within the ebook.
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This publication takes a strategic examine shopper habit so that it will consultant winning advertising actions. The Wheel of shopper research is the organizing think about the booklet. The 4 significant elements of the wheel are buyer impact and cognition, purchaser habit, purchaser setting, and business plan.
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Additional resources for Consumer Behavior & Marketing Strategy, Ninth Edition
Reebok, for example, developed its Blacktop shoe for young basketball players on urban outdoor courts. indd 28 11/16/09 6:44:44 PM Chapter Two A Framework for Consumer Analysis 29 moderately priced, and designed for performance on asphalt and concrete. The shoe looked good, so it appealed to the 80 percent of consumers who buy athletic shoes solely for fashion, but it also was tough enough to stand up to rugged outdoor play. 3 Thus, by understanding the wants and preferences (cognition and affect) of urban youths (target market) for a good-looking, moderately priced, long-wearing shoe, promoted for regular guys who play basketball (behavior) on outdoor courts (environment), Reebok developed a successful marketing strategy.
The company also redesigned its stores and expanded its distribution. It priced its bags between $200 and $400, making them an accessible luxury that appeals both to consumers who have to stretch their budgets to get one and to those who think nothing of spending $700 for Yves Saint Laurent’s hot Mombasa bag. Perhaps the most important change the company made was to select styles based on what consumers F thought was cool rather than have designers decide what consumers should want. The company spends about $2 million a year on consumer surveys alone.
8. How can a firm develop brand-loyal consumers? 9. What is the role of consumer satisfaction in developing successful market offerings? 10. How does nonstore consumer behavior differ from behavior in stores? used fruitfully by both marketing strategists and public policy officials to understand the dynamics that shape each of these levels. Societies Changes in what a society believes and how its members behave can be analyzed with the Wheel of Consumer Analysis. For example, a recent change in our society involves greater concern with health and fitness.