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Chapter 7: Identifying & Understanding Consumers - Coggle Diagram
Chapter 7:
Identifying & Understanding Consumers
Factors affecting consumer behaviour and consumer markets
The size of the consumer market
Changes in consumer shopping habits
Emphasis on consumer-oriented marketing
The design of effective marketing strategy
Types of Consumer Choices
Product
Brand
Shopping area
Store Type
Store
Non store source( catalogs, PC & TV shopping
Definition Consumer Attitudes
Respond favorably or unfavorably to a product or brand
Influence of the Social Environment
Culture
Subculture:
Demographic characteristics
-Nationality
-Race
-Region
-Age
-Religion
Social Class
Organisations
Reference Groups:
3 Types of Interpersonal Process
-Informational Influence
-Utilitarian Influence
-Value-expressive
Family
Media
Individual Consumers
Sources of Individual Differences
Word-of-mouth Communications
Personality
Lifestyles and Psychographics
Motivation