Consumer Behavior by Wayne D. Hoyer

By Wayne D. Hoyer

Shopper habit combines a starting place in key suggestions from advertising, psychology, sociology, and anthropology with a hugely sensible concentrate on real-world purposes for state-of-the-art company atmosphere. the recent variation of this renowned, pioneering textual content contains the most recent state of the art study and present enterprise practices, together with huge assurance of social media affects, elevated customer energy, rising neuroscience findings, and emotion in client determination making. furthermore, the 6th variation comprises an elevated emphasis on social accountability and ethics in advertising. With much more real-world examples and alertness workouts, together with new beginning examples and shutting circumstances in each bankruptcy, shopper habit offers a radical, but attractive and stress-free consultant to this crucial topic, permitting scholars and execs alike to grasp the talents they should be triumphant.

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76 What Attributes Can Be Added to or Changed in an Existing Offering? Marketers often use research to determine when and how to modify or tailor a product to meet the needs of new or existing groups of consumers. S. Postal Service (USPS) knows that many engaged couples still send printed wedding invitations through the mail instead of communicating with friends and relatives electronically. To supplement its regularly updated series of stamps, the USPS designed a stamp specifically for wedding invitations—which generated $375 million in sales within a few years.

109 Making Distribution Decisions Another important marketing decision involves how products are distributed and sold to consumers in retail stores. Here, too, marketers can use consumer research. Where and When Are Target Consumers Likely to Shop? Marketers who understand the value consumers place on time and convenience have developed distribution channels that allow consumers to acquire or use offerings whenever and wherever it is most convenient for them. For example, 24-hour grocery stores, health clubs, catalog ordering, and online ordering systems give consumers flexibility in the timing of their acquisition, usage, and disposition decisions.

3) • Memory and Knowledge (Ch. 4) • Attitude Formation and Change (Chs. 5–6) Psychographics: Values, Personality, and Lifestyles (Ch. 14) THE PROCESS OF MAKING DECISIONS CONSUMER BEHAVIOR OUTCOMES AND ISSUES • Innovations: Adoption, Resistance, and Diffusion (Ch. 15) • Symbolic Consumer Behavior (Ch. 16) • Marketing, Ethics, and Social Responsibility in Today’s Consumer Society (Ch. 17) © Cengage Learning 2013 • Problem Recognition and Information Search (Ch. 7) • Judgment and Decision Making (Chs.

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