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Consumer Behavior: Building Marketing Strategy by Delbert Hawkins, David Mothersbaugh

By Delbert Hawkins, David Mothersbaugh

This booklet is a strategic examine shopper habit with the intention to advisor profitable advertising actions. The Wheel of purchaser research is the organizing consider the booklet. The 4 significant elements of the wheel are purchaser have an effect on and cognition, client habit, buyer setting, and business plan. every one of those elements is the subject of 1 of the 4 significant sections within the booklet.

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While most messages are aimed at the target-market members, others are focused on channel members, or those who influence the target-market members. For example, pediatric nurses are often asked for advice concerning diapers and other nonmedical infant care items. A firm marketing such items would be wise to communicate directly with the nurses. Often it is necessary to determine who within the target market should receive the marketing message. For a children’s breakfast cereal, should the communications be aimed at the children or the parents or both?

In essence an attitude is the way a person thinks, feels, and acts toward some aspect of his or her environment, such as a retail store, television program, or product. As such, our attitudes are heavily influenced by the external and internal factors that we will have discussed in the preceding chapters. Self-Concept and Lifestyle Chapter 12 concludes Part Three with a detailed discussion of the key concepts of selfconcept and lifestyle around which our model revolves. indd 28 12/15/08 10:55:20 AM Chapter One Consumer Behavior and Marketing Strategy 29 internal and external variables described earlier, individuals develop a self-concept that is reflected in a lifestyle.

This process and the experiences and acquisitions it produces in turn influence the consumers’ self-concept and lifestyle by affecting their internal and external characteristics. The model in Figure 1–3, although simple, is both conceptually sound and intuitively appealing. We all have a view of ourselves (self-concept), and we try to live in a particular manner given our resources (lifestyle). Our view of ourselves and the way we try to live are determined by internal factors (such as our personality, values, emotions, and memory) and external factors (such as our culture, age, friends, family, and subculture).

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