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Chapter 7: Identifying & Understanding Consumer - Coggle Diagram
Chapter 7: Identifying & Understanding Consumer
Factors important to understanding consumer
markets and consumer behavior
The size of the consumer market.
Changes in consumer shopping habits
The design of effective marketing strategy
Emphasis on consumer-oriented marketing
Types of Consumer Choices
Product
Brand
Shopping area
Store type
Store
Non store source (catalogs, PC, & TV shopping)
Definition of consumer attitude
Respond favorably or unfavorably to a product or
brand.
Influence of the Social Environment
Subcultures
Demographic characteristics:
Nationality
Race
Religion
Region
Age
Reference group
3 Types of Interpersonal Processes::
Informational influence
Utilitarian influence
Value-expressive
A Model of Consumer Satisfaction
:
