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

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Subcultures

Reference group

3 Types of Interpersonal Processes::

  • Informational influence
  • Utilitarian influence
  • Value-expressive

Demographic characteristics:

  • Nationality
  • Race
  • Religion
  • Region
  • Age

A Model of Consumer Satisfaction

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